;Online group buying (OGB) refers to a certain number of consumers who join together as a group via Internet for the purpose of buying. In virtual community, people come from everywhere and don’t know each other, but the interaction between members is the basis for the establishment of community network. Therefore, this study develops an explanatory model to explain how social capital affect consumer continuous intention toward online group buying. In addition, the main purpose of involving in online group buying is to have discount through buying together. If consumers predict that they can benefit through online group buying, they will increase the opportunity and frequency to participate in online group buying. Therefore, this study develops an explanatory model to explain how outcome expectation affect consumer continuous intention toward online group buying.
This study collects 381 samples in total by using internet questionnaires, however only 319 questionnaires or 83.73% are valid enough for use. In this study, the structural equation model is used to verify the results. The empirical results show that bridging, belongingness, shared vision, personal outcome expectation and community-related outcome expectation have significant positive effect on continuous intention toward online group buying. Bonding and reciprocity have significant negative effect on continuous intention toward online group buying. Trust and shared language and codes are not significant. Finally, only reciprocity has significant positive effect under different types of online group buying.
