In order to explain the consumer decision process in the fixed pricing group buying (FPGB) context, this study proposed an FPGB decision model from the social perspective. To reflect the social perspective, the proposed FPGB decision model included social factors such as network externalities and subjective norm as triggers for shopping motivations. According to the analysis results, all social...

This paper analyzes the factors affecting China’s mobile commerce diffusion at the infant stage and taking-off stage using the data of 31 provinces of China in the years of 2009 and 2012 respectively based on the partial least square regression method. The results of the analysis indicate that fixed broadband penetration rate, GDP per capita and internet penetration rate, urbanization level are...