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[산연논총 41집]1. The Impact of Iwom on Consumer Perceived Value and Group-…

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작성자 경희대학교 댓글 0건 조회 178회 작성일 17-02-16 09:45

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[The Impact of Iwom on Consumer Perceived Value and Group-Buying Intention : Focusing on Hotel Group-Buying] - JIANG TAOTAO*․Geon-Cheol Shin**

 Group-buying originated from the group-buying website―Groupon in the United States, the company created huge success in 2008, then many companies followed its business model. Since 2010, China began to appear a series of group-buying websites, such as Ctrip, Meituan net, Lashou net, etc. This paper take hotel group-buying for example, discuss the importance of word of mouth on the consumers group-buying intention. Here are 3 hypothesis in this paper, H1: IWOM has a positive impact on online group-buying consumer perceived value; H2:online group-buying consumer perceived value has a positive impact on purchase intention; H3:group – buying consumer perceived value has the mediating effect on IWOM and purchase intention. Three hypotheses were established.
 
* Research Associate, Center for Global Innovation, Kyung Hee University
** Professor, School of Management, Kyung Hee University (corresponding author)

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