Using Curiosity and Group-buying Navigation to Explore the Influence of Perceived hedonic Value, Attitude, and Group-buying Behavioral Intention Wen-Lung Shiau Dept. of Information Management , Ming Chuan University, Taoyuan, Taiwan Email: mac@mail.mcu.edu.tw Hsiao-Chi Wu Dept. of Information Management , Ming Chuan University, Taoyuan, Taiwan Email: hciwu@mail.mcu.edu.tw Abstract—This study investigates through perceived hedonic values the influence of two features of group- buying websites, novel curiosity and site navigation, on online consumer purchase intentions and behavior. Using GROUPON Taiwan as a case study, a web- based online questionnaire is used to collect survey data from 290 valid participants. By analyzing this information through the Partial Least Squares program, the results support the hypothesis that curiosity and navigation have significantly positive effects on perceived hedonic values and attitudes. Furthermore, these values likewise have a significant positive effect on online group-buying intentions. Index Terms—Curiosity, Navigation, Perceived hedonic value, Online group-buying, GROUPON I. INTRODUCTION Group-buying has actually been popular for many years. In the past, the phenomenon appeared on television shopping channels, where consumers called a television station to buy items leading to higher sales volumes. This type of online transaction behavior was conducted through the Internet or blogs; a primary purchaser might gather like-minded consumers together within a limited period of time to jointly purchase the same product, forming collective online group-buying behavior. This advantage of quantity over price allows for price negotiation with vendors to achieve product discounts[1, 2]. In view of these business opportunities, many group- buying websites appeared in Taiwan, such as Groupon, GOMAJI, 17Life, Lashou, and ihergo. With this latest interest in group-buying websites, corporations are increasingly concerned with factors that may influence consumer group-buying intentions, how these factors correlate with group-buying behavior, and how websites should be designed to inspire consumer group-buying intentions. Existing literature has focused on group- buying transaction mechanisms on auction websites[1, 2]. However, while current group-buying transactions occur on exclusive group-buying websites similar to auction sites, the transaction and service models are different, and thus past research results are unable to explain current group-buying phenomena. When consumers browse group-buying websites, are they only in pursuit of good and cheap products? Or is it because of curiosity? Or are there are other intentions? Babin, Darden, & Griffin[3]suggested that during the shopping process, sometimes consumers are not only buying things, but also creating emotional satisfaction. Do consumers enjoy browsing group-buying websites? Thus, this study uses curiosity and group-buying navigation to discuss the influence of perceived hedonic value and behavioral intention on group-buying websites. The findings help understand user behavior in group-buying websites, provide corporations with a direction for corporate construction and management of group-buying websites (which in turn elevates the future usage intention of consumers), and create further profit opportunities for corporations. This paper is organized as follows. Section II reviews the literature related to the theoretical background of online Group-buying. Section III introduces the research model and hypotheses. Section IV analyzes the data and discussion follows in section V, and then conclusion are offered. II. LITERATURE REVIEW A. Online Group-buying Online group-buying allows consumers to buy products or services in groups at a discounted price. They provide discounts—in some cases up to 50 or 90 percent off—on products and services from different businesses, connecting a large number of online consumers with the same demands for volume discounting. In this way, group-buying sites represent a new alternative shopping paradigm, where consumers can purchase products or services at a very low price and vendors can expand their consumer base and elevate overall sales performance. © 2013 ACADEMY PUBLISHER 2169 © 2013 ACADEMY PUBLISHER doi:10.4304/jsw.8.9.2169-2176