Effects of cue congruence and perceived cue authenticity in online group buying

Citation

Kao KC, Rao Hill S & Troshani I (2020) Effects of cue congruence and perceived cue authenticity in online group buying. Internet Research, 30 (3), pp. 945-970. https://doi.org/10.1108/intr-11-2018-0477

Abstract
Purpose The 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/approach Two 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. Findings The 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/value The 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.

Keywords
Deal popularity; Star rating; Cue congruence; Perceived authenticity; Online group buying

Journal
Internet Research: Volume 30, Issue 3