Online consumer review and group-buying participation: The mediating effects of consumer beliefs
作者： Xinping Shi , Ziqi Liao
DOI: 10.1016/J.TELE.2016.12.001
关键词:
摘要: Examine online consumer review and participation in group-buying.Articulate the relationships between consumers beliefs group-buying participation.Unveil mediating effects of on continuance.Provide managerial insights for application social media electronic commerce. This paper aims to examining extent which (OCR) influences group-buying. We design a conceptual model propose several hypotheses articulate relevant causal line with exchange theory institution-based trust. The empirical results unveil that OCR significantly perceptions terms perceived effectiveness, structure assurance, familiarity intermediary, while satisfaction trust intermediary mediate continuance use present study advances theoretical understanding impact context findings make contributions research practice implications commerce mobile
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