摘要：AbstractThe article proposes a model that related individual differences, intergroup characteristics, initiator characteristics to consumer's group buying intention, medicated by browsing time. Data was collected from students studying at a number of colleges, universities and young workers. A total of 500 questionnaires were distributed, of which 264 were successfully replied respondents, yielding a usable response rate of 52.8%. Multiple regression analyses were used for hypothesis testing. The results of the study show that gender, perceived price fairness, peer referent, initiator expert and initiator communication have a significant impact on consumer's group buying intention. In addition, the mediating impact of browsing time is partially supported. Suggestions for implications of the research and future research are also presented.
关键词：Group buying;perceived price fairness;browsing time;intention to participate
