THE INFLUENCE OF INTERNET ADVERTISING AND ELECTRONIC WORD OF MOUTH ON CONSUMER PERCEPTIONS AND INTENTION: SOME EVIDENCE FROM ONLINE GROUP BUYING

摘要

This article presents a theoretical link among information (Internet advertising [IA] and electronic word of mouth [EWOM]), consumer perceptions (perceived value [PV] and perceived risk [PR],), and consumer intentions in a new mode of electronic commerce namely, online group buying (OGB). A quantitative study was carried out and data were obtained through a mall-intercept systematic sampling distribution of questionnaires. The results indicate that IA and EWOM have a positive effect on consumers' PV and PR of using OGB sites, which in turn have a significant influence on their intentions to shop at OGB sites. A significant relationship also emerges between IA and EWOM. The article concludes with implications of the findings and future research directions.