Determinants of Consumer Participation in Online Group Buying: An Example of Luggage

Under the rise of network group-buying, consumers can form groups of strangers through the Internet, under the leadership of an coordinator, to integrate internal opinions and negotiate with vendors. Therefore, the coordinator gradually becomes a business. In this newly developed business, the coordinators compete with each other. In the past, most of research studies with regard to Internet group-buying focused on exploring the internet factors of consumer willingness or intention to repurchase. However, studies about applying the characteristics of an coordinator as a moderator to determine the impact of the repurchase intention were rare and thus, this is what this study set out to do. In this study, data was collected through an online questionnaire to examine the relationship between commodity eWOM, the features of the coordinator, online contexts and consumer repurchase intention. Empirical results show that: (1) eWOM has a significant impact on repurchase intention, (2) the features of the coordinator have a significant impact on repurchase intention, (3) online contexts have a significant impact on repurchase intention, (4) the features of coordinator have a negative moderate effect on eWOM and repurchase intention, and (5) online contexts do not have a moderating effect on eWOM and repurchase intention.