The paper aims to explore the factors that influence the risk perception. The moderating roles of purchase experience and purchase involvement are also investigated.
The conceptual model is framed into the SOR (stimulus-organism-response) model, which was tested using data collected from the users of a leading group buying platform in China, with the help of LISREL.
The result indicates that both vendor- and intermediary-related factors exert negative yet significant influences on perceived risk. The relationships between vendor-related attributes and perceived risk are contingent on purchase involvement. The relationships between intermediary-related attributes and perceived risk are subject to purchase experience.
This study explores the moderating effects of purchase experience and purchase involvement based on the characteristics of group buying, demonstrating the differences from traditional online shopping.
