Understanding the Factors Influencing the Online Group Buying Behavior from a Pull - Push Perspective

With the rapid development of social media, a new online group buying model namely group buying 2.0 initiated by the Groupon.com has become particularly popular but the studies on this issue are rare. Thus, we propose a pull - push model to understand consumers' online group buying behavior from the perspective of information design by considering two types of information (e.g., promotion information and time constraint information). A field survey in China was conducted to test the research model. According to the findings, perceived value has a positive impact on intention, perceived time pressure both positively directly and negatively indirectly via negative affect influences intention, perceived value strengthens the relationship between perceived time pressure and negative affect but weakens the relationship between negative affect and intention. © 2016 IEEE.