공동구매 서비스 품질이 고객의 상호작용 의도에 미치는 영향 = The Effect of Group Buying Service Quality on Customers’ Intention to Interact

다국어 초록 (Multilingual Abstract)

Purpose: Online group buying platforms have gained immense popularity in China and other Asian countries in recent years. This study aims to investigate the causal relationship between the service quality of online group buying platforms and consumers’ intention to interact, focusing on their perceived value. In addition, the service quality between the two Chinese online group platforms, i.e. Pinduoduo, and Jingxi was compared.
Composition/Logic: A total of 428 valid samples was used for this study, including 209 Pinduoduo and 219 Jingxi users. The study variables were measured using 7-point Likert scale. Our study hypotheses were tested using regression analysis, SPSS Process Model No. 4. 1.
Findings: The results of the study indicated that all aspects of service quality, except the aesthetic appeal of Pinduoduo, showed positive effects on consumers' intention to interact. The perceived value was validly mediated in the pathway between service quality and consumers' intention to interact. The price-oriented lifestyle was found to moderate the influence of both Pinduoduo's aesthetic appeal, and interaction on the intention to interact, but not on the efficiency. However, the moderating effect of price-oriented lifestyle on all aspects of Jingxi's service quality on the intention to interact was not significant. Our study participants perceived Jingxi as relatively more aesthetically pleasing than Pinduoduo.
Originality/Value: This study is unique in its examination of service quality of ‘online group buying platforms’, which has been lacking in existing researches. The results of the study can contribute to marketers' insights for their pensive understanding of service quality on online group buying platforms, Pinduoduo and Jingxi. It can also provide insightful value for developing and organizing such platforms in the future.