MATEC Web Conf.
Volume 139, 20172017 3rd International Conference on Mechanical, Electronic and Information Technology Engineering (ICMITE 2017)
|Number of page(s)||8|
|Published online||05 December 2017|
How group-buying servicescape affect consumers’ purchase intention, the regulating effects of price discount and time pressure
College of Management, Shenzhen University, Shenzhen 518060, PR China
* Corresponding author: email@example.com
This paper constructs a conceptual model of how group-buying servicescape affect consumers’ purchase intention and discusses the regulating effects of price discount and time pressure. This research uses a survey approach to collect data, as a result, we collected 506 valid questionnaires. The results show that aesthetic appeal, information exchange, interpersonal interaction and perceived security have a positive effect on positive emotion; layout and functionality, information exchange and interpersonal interaction have a positive effect on virtual touch. Positive emotion and virtual touch can promote the consumer’s purchase intention, and time pressure and price discount play a regulatory function. The results of this study have an important reference value for group-buying operators to use servicescape to attract and retain consumers.
Key words: group-buying servicescape / virtual touch / positive emotion / group-buying intention
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (http://creativecommons.org/licenses/by/4.0/).
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