Examining the antecedents and consequences of online group-buying intention in Vietnam: A multifaceted perspective

Abstract

Online group buying (OGB) is a nearly new consumption model for online shopping in Vietnam and it is only developed in the last few years. This study aims at investigating the potential factors to address how they affect Vietnamese consumers' OGB purchase intentions and their buying behavior on these websites? How can group-buying website providers take advantage of buyers’ behavior? Based on the findings and data analysis, some recommendations are made to OGB vendors in Vietnam and other Asian countries with cultures similar to Vietnam to improve their customer service through effective performance management. Contributions to research and implications for OGB website providers are presented in the paper. Objects: Consumers have participated shopping on the OGB website Key words: Vietnamese, online group buying (OGB), consumers, buying behavior, buying intention , website quality, price, word of mouth, trust, perceived risk, perceived usefulness and perceived ease of use Context: Ho Chi Minh City, Vietnam