The Charisma of Online Group-Buying: The Moderating Role of Social Motivation

PurposeThe study investigates how the congruence of online deal popularity and star rating influences service quality expectation in online group buying (OGB) websites. It also investigates the role of authenticity perceptions of online cues.Design/methodology/approachTwo experiments are used to assess the effects of congruence between deal popularity and star rating on service quality expectation for service deals in an OGB website.FindingsThe findings suggest that a combination of congruently high deal popularity and high star rating has a stronger effect on expected service quality than a combination of congruently low cues. The findings further suggest that expected service quality is greater under the combination of high deal popularity and low star rating than the combination of low deal popularity and high star rating, showing the differences between incongruent cue combinations. The findings also show the moderating effect of consumer authenticity perceptions of cues on the expected service quality.Originality/valueThe novel contribution of the study is to extend cue congruence theory to explain how congruent online information cues and the consumers' authenticity perceptions of the cues influence consumers' judgment of online deals. The contribution is validated empirically in the context of OGB. The findings advance current knowledge concerning how consumers use online information cues.

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When We Do What We See: The Moderating Role of Social Motivation on the Relation Between Subjective Norms and Behavior in the Theory of Planned Behavior

Basic and Applied Social Psychology ◽

10.1080/01973533.2011.589304 ◽

2011 ◽

Vol 33 (4) ◽

pp. 351-364 ◽

Cited By ~ 12

Author(s):

Mark Manning

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Social Motivation ◽

Subjective Norms ◽

And Behavior ◽

Moderating Role

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Factors Affecting Online Tourism Group Buying and the Moderating Role of Loyalty

Journal of Travel Research ◽

10.1177/0047287513497837 ◽

2013 ◽

Vol 53 (3) ◽

pp. 380-394 ◽

Cited By ~ 36

Author(s):

Myung Ja Kim ◽

Choong-Ki Lee ◽

Namho Chung ◽

Woo Gon Kim

Keyword(s):

Factors Affecting ◽

Group Buying ◽

Moderating Role

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Testing the Strain Theory of Suicide – The Moderating Role of Social Support

Crisis ◽

10.1027/0227-5910/a000604 ◽

2020 ◽

Vol 41 (2) ◽

pp. 82-88 ◽

Cited By ~ 1

Author(s):

Bob Lew ◽

Ksenia Chistopolskaya ◽

Yanzheng Liu ◽

Mansor Abu Talib ◽

Olga Mitina ◽

...

Keyword(s):

Social Support ◽

Suicidal Behavior ◽

Online Survey ◽

Perceived Social Support ◽

Strain Theory ◽

Cross Sectional Survey ◽

Cross Sectional ◽

Psychological Strains ◽

Moderating Role

Abstract. Background: According to the strain theory of suicide, strains, resulting from conﬂicting and competing pressures in an individual's life, are hypothesized to precede suicide. But social support is an important factor that can mitigate strains and lessen their input in suicidal behavior. Aims: This study was designed to assess the moderating role of social support in the relation between strain and suicidality. Methods: A sample of 1,051 employees were recruited in Beijing, the capital of China, through an online survey. Moderation analysis was performed using SPSS PROCESS Macro. Social support was measured with the Multidimensional Scale of Perceived Social Support, and strains were assessed with the Psychological Strains Scale. Results: Psychological strains are a good predictor of suicidality, and social support, a basic need for each human being, moderates and decreases the effects of psychological strains on suicidality. Limitations: The cross-sectional survey limited the extent to which conclusions about causal relationships can be drawn. Furthermore, the results may not be generalized to the whole of China because of its diversity. Conclusion: Social support has a tendency to mitigate the effects of psychological strains on suicidality.

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