Online group buying is a relatively new consumption practice,
through mutual cooperation between buyers negotiate with businesses
to obtain low prices or an increased number of products. This study
employed stimulus-organism-response theory model to examine whether
customer’ conformity tendency moderates the relationship between
perceived risk and online group buying intention, a moderated mediation
model was proposed and tested. By the analysis of online survey data
from 573 customers who have participated in group buying, the result
of the study show that online word-of-mouth information has negative
effect on perceived risk, and perceived risk has negative impact on online
group buying purchase intention. Although conformity tendency has
moderating effects between perceived risk and purchase intention, but the
role of conformity tendency in preserving purchase intention is found to
be limited. Results from moderated mediation model testing verify the
contextual effect of conformity tendency. Theoretical implications have
been suggested along with the direction for future researches.