DOI: 10.5176/2251-2039_IE1243
Authors: Chiahui Yen, Lu-Jui Chen, Chun-Ming Chang and Chih-Chin Yang
Abstract: Group buying marketplace is an innovative e-business model and become a new market for small and medium enterprises (SME). This study adopted social exchange theory to explore members’ collective participating intention in group buying marketplace. The concept of transaction cost economics (TCE) and justice theory are used. This study proposes that asset specificity of marketplace and members’ perceived uncertainty are important determinants of distributive justice and procedure justice. Besides, interaction frequency between initiator and member has positively effect on interactional justice. Total 288 samples were collected to answer questionnaire. The findings showed that members’ collective participating intention was predicted by procedure justice and interactional justice.
Keywords: Online group buying marketplace; Social exchange theory; Transaction cost economics; Justice; Collective participating intention
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