Modeling the determinants of consumers' attitudes toward online group buying: do risks and trusts matters?

• Main Authors: Norazah Mohd Suki, Norbayah Mohd Suki
• Format: Article
• Language: English
• Published: 2017
• Subjects: HF Commerce
• Online Access: https://eprints.ums.edu.my/id/eprint/19728/1/Modeling%20the%20determinants%20of%20consumers.pdf; https://eprints.ums.edu.my/id/eprint/19728/; https://doi.org/10.1016/j.jretconser.2017.02.002

The aim of this research is to investigate the determinants of consumers' attitude towards online group buying (OGB). Furthermore, this study compares male and female shoppers based on their purchasing behavior in OGB. Partial Least Square-Structural Equation Modeling (PLS-SEM) approach support...