Determinants of online group buying behaviour: the moderating role of informational social influence
This study aims to develop a theoretical model to explicate online group buying behaviour. The research was based on Technology Acceptance Model (TAM) and two determinants of perceived enjoyment and informational social influences. A total of 150 usable questionnaires are collected and analysed usin...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2014
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| Online Access: | http://journalarticle.ukm.my/8376/ http://journalarticle.ukm.my/8376/ http://journalarticle.ukm.my/8376/1/7773-20210-1-SM.pdf |