With the rapid growth of the Internet, Electronic Commerce become a inevitable trend. It changes not only the way business run, but also the habit of consumer. Online group buying is one kind of the Emerging industries. In the fierce competition, how the online group buying business aim the target customer effectively and make the right marketing strategy, have become a important issue. The purpose of this paper is to understand the internet addiction of customer and the purchase intention of online group buying, shyness also play the moderating role in this paper in order to see the relationship of internet addiction and shyness to the purchase intention of online group buying.
In this research, we used a survey that with self-administered questionnaire to collect data. The results of this study show that the customers with internet addiction have better online group buying purchase intention. Shyness has significant moderate impact on both the customer’s internet addiction and purchase intention. Our findings support that business should consider the customer’s internet addiction, and make the right marketing strategy, in hence to rise the purchase intention of online group buying.
In addition, shyness as the moderating role, our findings support that different levels of shyness, different levels of internet addiction have significant interaction impact on purchase intention. When customer is internet addiction, with shyness, the purchase intention is high.
