Determinants of online group buying behaviour: the moderating role of informational social influence

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Determinants of online group buying behaviour: 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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Bibliographic Details
Main Authors:	Tracie Chin, Sook Harn, Geoffrey Harvey Tanakinjal, Stephen Liason Sondoh Jr., Hamid Rizal
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2014
Online Access:	http://journalarticle.ukm.my/8376/ http://journalarticle.ukm.my/8376/1/7773-20210-1-SM.pdf

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