Determinants of Online Group Buying Behaviour: The Moderating Role of Informational Social Influence
2022-10-09
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 using a multiple regression analysis to examineContinue Reading