Factors that influencing groupon purchase intention among Malaysian

Recent research has shown an interest in investigating consumer purchase intention towards Groupon. This thesis presents as an improved approached to the customer’s purchase decision towards Groupon. The main reason of this study is to identify the factors that influence customer buying intention towards Groupon. This study based on literature review, conceptual framework and hypothesis which open the door for future researchers to expand more in this field. By using SPSS version 24.0 to analyze all the 400 questionnaires for our respondents, we found that the factors that influenced customer purchase intention towards Groupon was indicated in 4 main factors which are deep discount, web security, convenience and electronic word of mouth (eWOM). The 400 respondents vary from different age, state origin, gender, religion and qualification of study. It is found that web security has a highest positive value of correlation, deep discount as a second high positive and eWOM and convenience in third and fourth high positive value of correlation. Managerial and theoretical implications are developed for Groupon to improve their website. As a result, the recommendations given in this study will assist future researchers to conduct related researches more accurately.