The aim of this paper was to explore the influence of two personal factors (consumers' perceived risk and impulsive buying tendency) and two situational factors (discounts and demand externalities) on latent consumer's online group purchase intention and decision, especially the interaction among them. Situational experiment was used in Study 1, results indicated that the main effects of discounts on latent consumers' purchase intention and decision were significant, the interaction between consumer's perceived risk and discounts on consumers' ...
