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Purpose The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site. Design/methodology/approach Samples from the Ihergo web site were collected by mailing a questionnaire survey to those who agreed to participate. Findings Group‐buying operators need to understand their consumers and the scheduling shopping rules between internet shoppers and firms. Moreover, word‐of‐mouth (WOM) can be created online by offering web visitors the ability to access the opinions of satisfied customers. Practical implications An online business may adopt different methods to enhance its customer satisfaction level. When people enter a significant amount of personal data at a web site, they are typically reluctant to change vendors and enter the data again. Social implications Customers view a group‐buying operator as a shopping expert, and expect that the group‐buying operator can handle shopping problems before a dispute occurs. Originality/value The findings of this study provide interesting insights for group‐buying operators interested in group‐buying commerce; consumers having a high level of interest in shopping possess a strong motivation and desire to interact with the group‐buying operator.
Edward C.S. Ku (Fri,) studied this question.