Consumer decision journey for online group buying: psychological and intentional procedure perspectives

Lin S., Tseng H., Shirazi F.

British Food Journal, vol.124, no.12, pp.4387-4405, 2022 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 124 Issue: 12
  • Publication Date: 2022
  • Doi Number: 10.1108/bfj-12-2021-1277
  • Journal Name: British Food Journal
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus, ABI/INFORM, Aerospace Database, Agricultural & Environmental Science Database, CAB Abstracts, Communication Abstracts, Food Science & Technology Abstracts, Hospitality & Tourism Complete, Index Islamicus, INSPEC, Metadex, Veterinary Science Database, Civil Engineering Abstracts
  • Page Numbers: pp.4387-4405
  • Keywords: Online group buying, Consumer decision journey, Perceived value, Perceived risk, eWoM communication, Repurchase intention
  • TED University Affiliated: No

Abstract

© 2022, Emerald Publishing Limited.Purpose: This study investigates the relationship between buyers’ psychological antecedent and repurchase intentions in online group buying. Considering and evaluating pre-purchase, the authors measure the buyers’ overall experience of online group buying through their perceived value (PV) and risk. This study examines the influence of PV and perceived risk (PR) on positive electronic word-of-mouth (eWoM) communication and repurchase intention in online group buying. Design/methodology/approach: The authors verify the research model using SPSS and the structural equation modeling-partial least square (SEM-PLS) to analyze 839 convincing respondents. This quantitative research provides insights into online group buying, including the food industry. Findings: The results demonstrate that the buyers’ PV of online group buying enhanced positive eWoM communication and repurchase intention. The willingness of buyers to spread positive eWoM indicates their recognition and satisfaction with a product or brand. Thus, they have the behavioral intention to repurchase in online group buying. The study found that while positive eWoM communication significantly impacts repurchase intention, PR negatively affects PV. The research provides theoretical and practical implications at the end of the study. Research limitations/implications: This study has some limitations. First, the study only used PV and PR to measure consumers’ considerations and evaluations of the initial stage in the consumer decision journey. Future studies can include more dimensions that may further affect these considerations and assessments to verify the research model. Second, the study only used positive eWoM communication to measure the “enjoy-advocate-bond” of consumption and usage in the post-purchase stage. Originality/value: The study proposes the sequential relationship in the psychological decision procedure of participating in online group buying and provides valuable managerial implications for managers operating online group buying on third-party platforms. The findings provide good knowledge for the food industry to stay connected with customers and develop their satisfaction.