Perceived Risk in Tuanzhu Group Buying and Traditional Online Buying in Taiwan
- Ying-Yu Chen
- Yi-Shiang Duan
- Jia-Jen Ni
- Jin-Long Liang
Abstract
Consumers who have adopted tuanzhu group buying (TGB) changed from one-on-one online buying to buying led by a tuanzhu (ie. group leader). The tuanzhu integrates the demands and funds of multiple consumers and is responsible negotiating with the seller to achieve better transaction results as well as to acquire more information about the product to reduce various kinds of risk. However, the TGB mechanism is marred by delays and uncertainties, which can trigger potential customer risks. We recruited as participants 193 college students from four business schools. All students participated in the research voluntarily. The respondents were randomly assigned to the traditional online buying and TGB groups. Of the 193 surveys distributed, 146 were returned. Results of this study show that consumers’ perceived risk is higher with TGB than with online buying. As a result, TGB is much more complicated than traditional online buying, and thus consumers’ perceived risk is higher with TGB than with traditional online buying.
- Full Text:
PDF
- DOI:10.5539/ibr.v9n12p92
Journal Metrics
h-index (January 2024): 102
i10-index (January 2024): 947
h5-index (January 2024): N/A
h5-median(January 2024): N/A
( The data was calculated based on Google Scholar Citations. Click Here to Learn More. )
Index
- Academic Journals Database
- ACNP
- ANVUR (Italian National Agency for the Evaluation of Universities and Research Institutes)
- CNKI Scholar
- COPAC
- CrossRef
- EBSCOhost
- EconBiz
- ECONIS
- EconPapers
- Elektronische Zeitschriftenbibliothek (EZB)
- EuroPub Database
- Excellence in Research for Australia (ERA)
- Genamics JournalSeek
- Google Scholar
- Harvard Library
- IBZ Online
- IDEAS
- Infotrieve
- Kobson
- LOCKSS
- Mendeley
- MIAR
- Norwegian Centre for Research Data (NSD)
- PKP Open Archives Harvester
- Publons
- Qualis/CAPES
- RePEc
- ResearchGate
- ROAD
- Scilit
- SHERPA/RoMEO
- SocioRePEc
- Technische Informationsbibliothek (TIB)
- The Keepers Registry
- UCR Library
- Universe Digital Library
- ZBW-German National Library of Economics
- Zeitschriften Daten Bank (ZDB)
Contact
- Kevin DuranEditorial Assistant
- ibr@ccsenet.org