Determinants of online group buying behavior: the moderating role of informational social influence
This study aims to develop a theoretical model to explicate online group buying behaviour. The research was based on Technology Acceptance Model (TAM) and two determinants of perceived enjoyment and informational social influences. A total of 150 usable questionnaires are collected and analysed usin...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2014
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| Subjects: | |
| Online Access: | http://eprints.ums.edu.my/19353/ http://eprints.ums.edu.my/19353/ http://eprints.ums.edu.my/19353/1/Determinants%20of%20online%20group%20buying%20behavior.pdf |
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