Understanding moderating effects of involvement on information disclosure and online group-buying intention

Applying the Elaboration Likelihood Model (ELM), this study investigated the moderating effects of involvement with an online group-buying (OGB) website in relation to the effects of information disclosure on customers’ OGB intentions. This study collected data consisting of a total of 142 responses from individuals with previous experience with purchasing products from OGB websites, and applied the PLS (partial least squares) method to analyze it. The results indicate that the information disclosure of an OGB website positively influences customers’ OGB intention, but this influence is diminished by increasing the level involvement with the OGB websites. On the basis of the results, this study will offer concrete suggestions to enhance consumers’ OGB intentions.