Factors Influencing Online Group Buying in Taiwan: An Empirical Study Based on the TPB Framework

  • Chih-Ching Hung
  • Nai-Chang Cheng
  • Shang-En YuEmail author
  • Hong-Tsu Young
Conference paper
Part of the Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering book series (LNICST, volume 264)


The motivation behind this paper is to give a clarification of elements impacting on the web aggregate purchasing of Taiwanese adopter of online gathering purchasing, which can help the professionals of Taiwan to grow better market techniques. An observational review was utilized to test the speculations. A structural equation modeling (SEM) is proposed to survey the connections of the exploration show. Finding – The discoveries in this paper demonstrate that the emotional standards and state of mind toward online gathering purchasing are critical factors in anticipating the buyer goal of purchasing together in Taiwan. Additionally, the apparent trust and helpfulness are huge to enhance the state of mind. Down to earth suggestions – The outcomes in the paper encourage to comprehend what empowers and hinders the buy aim of adopters of online music in Taiwan. The estimation of this paper is to build up a hypothetical model consolidating an expansion of trust and TAM model with TPB to explore the buy conduct of OGB in Taiwan. The consequences of this investigation help OGB specialists of Taiwan and other Asian countries culture like Taiwan to make a win plan of action.


Online group buying Theory of planned behavior Theory of planned behavior 


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Copyright information

© ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering 2019

Authors and Affiliations

  • Chih-Ching Hung
    • 1
  • Nai-Chang Cheng
    • 2
  • Shang-En Yu
    • 3
    Email author
  • Hong-Tsu Young
    • 1
  1. 1.Department of Mechanical EngineeringNational Taiwan UniversityTaiwanChina
  2. 2.Tainan Human Resources AssociationTaiwanChina
  3. 3.Department of TourismMing Chuan UniversityTaiwanChina

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