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A Taiwanese Empirical Study of Online Group Buying from the Perspectives of Organizational Culture and Transformational Leadership

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  • Mu-Li Yang

    (Department of Mass Communication, Chang Jung Christian University, Tainan City, Taiwan)

Abstract

This study examines online group-buying from the perspectives of organizational culture and transformational leadership. A convenience sampling of 400 online group-buying individuals living in Taiwan was conducted in 2011, and this yielded 300 effective questionnaires, giving a return rate of 75%. ANOVA analyses and canonical correlation were used to examine the participants' perceptions of organizational culture and the leadership of online group-buying initiators, and the relationship between these leadership behaviors and the organizational culture in their workplaces. The main findings of this study are as follows: (1) online group-buying activities occur most often in organizations with a “supportive” culture; (2) “idealized influence” is the most influential leadership behavior with regard to the perceptions of group-buying members towards group-buying initiators; and (3) the better initiators are able to perform with regard to “individual consideration” and “idealized influence,” the greater the positive effects on online group-buying activities in the organizations with “supportive” and “innovative” organizational cultures.

Suggested Citation

  • Mu-Li Yang, 2014. "A Taiwanese Empirical Study of Online Group Buying from the Perspectives of Organizational Culture and Transformational Leadership," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 12(3), pages 1-11, July.
    • Handle: RePEc:igg:jeco00:v:12:y:2014:i:3:p:1-11
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeco.2014070101
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    Cited by:

    1. Mohammad Alamgir Hossain & Shams Rahman, 2021. "Investigating the Success of OGB in China: The Influence of Personality Traits," Information Systems Frontiers, Springer, vol. 23(3), pages 543-559, June.

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