Abstract

The purpose of this study is to examine altruistic behavior (altruism) and egotistic behavior (reciprocity and reputation) regarding online group repurchasing intention. Data collected from 282 online group shoppers in an online shopping store provided support for the proposed model. The findings of the study shows that altruism is relevant to online group buying, and trust and satisfaction have significantly positive effects on online group repurchasing intention. The results emphasize that altruism, reciprocity, and reputation of motivations are significantly positive predictors of trust. Altruism and reciprocity have significantly positive effects on satisfaction, whereas reputation does not. The contribution of this study draws attention to the altruistic value of electronic commerce, by theorizing and validating the effects of altruistic and egotistic behavior on online group repurchasing intention. This paper presents a discussion on altruistic behavior (altruism) and egotistic behavior (reciprocity and reputation) regarding online group repurchasing intention and suggestions for future research.

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