Using Curiosity and Group-buying Navigation to Explore the Influence of Perceived hedonic Value, Attitude, and Group-buying Behavioral Intention

This study investigates through perceived hedonic values the influence of two features of groupbuying websites, novel curiosity and site navigation, on online consumer purchase intentions and behavior. Using GROUPON Taiwan as a case study, a webbased 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.