The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: Some evidence from online group buying

This article presents a theoretical link among information (Internet advertising [IA]and electronic word of mouth [EWOM]), consumer perceptions (perceived value [PV]and perceived risk [PR]), and consumer intentions in a new mode of electronic commerce-namely, online group buying (OGB). A quantitative study was carried out and data were obtained through a mallintercept systematic sampling distribution of questionnaires. The results indicate that IA and EWOM have a positive effect on consumers PV and PR of using OGB sites, which in turn have a significant influence on their intentions to shop at OGB sites. A significant relationship also emerges between IA and EWOM. The article concludes with implications of the findings and future research directions.