Cover Image

Driver and barrier of purchase intention on group buying app

The global group-buying app usage rate has dramatically increased in mobile phone-based marketing. Because of its economic value and social benefits, many enterprises regard group buying apps as an essential online marketing and brand-building channel. Therefore, studying consumers’ purchase intenti...

Full description

Saved in:
Bibliographic Details
Main Authors: Jianhua, Chu, Ali, Mass Hareeza, Mohd Said, Ridzwana
Format: Article
Language:English
Published: Elite Scientific Publications 2024
Online Access:http://psasir.upm.edu.my/id/eprint/113091/1/113091.pdf
http://psasir.upm.edu.my/id/eprint/113091/
https://www.pjlss.edu.pk/pdf_files/2024_2/3733-3754.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.113091
record_format eprints
spelling my.upm.eprints.1130912024-11-15T09:05:09Z http://psasir.upm.edu.my/id/eprint/113091/ Driver and barrier of purchase intention on group buying app Jianhua, Chu Ali, Mass Hareeza Mohd Said, Ridzwana The global group-buying app usage rate has dramatically increased in mobile phone-based marketing. Because of its economic value and social benefits, many enterprises regard group buying apps as an essential online marketing and brand-building channel. Therefore, studying consumers’ purchase intention on group buying apps has become an important topic to promote the development of online marketing. This research investigates the relationship among perceived value, customer engagement, and purchase intention by integrating the Cognition-Affection-Conation model, perceived value theory, and regulatory focus theory. Furthermore, this study studies the mediating impact of customer engagement and the moderating influence of regulatory focus. Distribute and collect 562 validated questionnaires from online Chinese millennials (born between 1981 and 1996) who had used group-buying apps in the past six months and used purpose-based sampling technology to collect data in China. Here, partial least squares and structural equation modeling (PLS-SEM) test the hypothesis through data analysis and draw the conclusion. This study’s conclusions included three significant discoveries. Firstly, perceived benefit, sacrifice, and customer engagement positively impacted the purchase intention of the group-buying app. Secondly, the findings showed that the relationship between perceived values and purchase intention was mediated by customer engagement, which exhibited the most decisive influence. Thirdly, the moderation analysis revealed that promotion focus positively influenced perceived values and customer engagement. Elite Scientific Publications 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/113091/1/113091.pdf Jianhua, Chu and Ali, Mass Hareeza and Mohd Said, Ridzwana (2024) Driver and barrier of purchase intention on group buying app. Pakistan Journal of Life and Social Sciences, 22 (2). pp. 3733-3754. ISSN 1727-4915; eISSN: 2221-7630 https://www.pjlss.edu.pk/pdf_files/2024_2/3733-3754.pdf 10.57239/PJLSS-2024-22.2.00272
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The global group-buying app usage rate has dramatically increased in mobile phone-based marketing. Because of its economic value and social benefits, many enterprises regard group buying apps as an essential online marketing and brand-building channel. Therefore, studying consumers’ purchase intention on group buying apps has become an important topic to promote the development of online marketing. This research investigates the relationship among perceived value, customer engagement, and purchase intention by integrating the Cognition-Affection-Conation model, perceived value theory, and regulatory focus theory. Furthermore, this study studies the mediating impact of customer engagement and the moderating influence of regulatory focus. Distribute and collect 562 validated questionnaires from online Chinese millennials (born between 1981 and 1996) who had used group-buying apps in the past six months and used purpose-based sampling technology to collect data in China. Here, partial least squares and structural equation modeling (PLS-SEM) test the hypothesis through data analysis and draw the conclusion. This study’s conclusions included three significant discoveries. Firstly, perceived benefit, sacrifice, and customer engagement positively impacted the purchase intention of the group-buying app. Secondly, the findings showed that the relationship between perceived values and purchase intention was mediated by customer engagement, which exhibited the most decisive influence. Thirdly, the moderation analysis revealed that promotion focus positively influenced perceived values and customer engagement.
format Article
author Jianhua, Chu
Ali, Mass Hareeza
Mohd Said, Ridzwana
spellingShingle Jianhua, Chu
Ali, Mass Hareeza
Mohd Said, Ridzwana
Driver and barrier of purchase intention on group buying app
author_facet Jianhua, Chu
Ali, Mass Hareeza
Mohd Said, Ridzwana
author_sort Jianhua, Chu
title Driver and barrier of purchase intention on group buying app
title_short Driver and barrier of purchase intention on group buying app
title_full Driver and barrier of purchase intention on group buying app
title_fullStr Driver and barrier of purchase intention on group buying app
title_full_unstemmed Driver and barrier of purchase intention on group buying app
title_sort driver and barrier of purchase intention on group buying app
publisher Elite Scientific Publications
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/113091/1/113091.pdf
http://psasir.upm.edu.my/id/eprint/113091/
https://www.pjlss.edu.pk/pdf_files/2024_2/3733-3754.pdf
_version_ 1816132733500391424
score 13.223943

Similar Items