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By assuming that group buying websites offer consumers an opportunity to gain consumption value from experiential products with potential risks, a theoretical model was proposed to explore the factors affecting buyers' purchase intentions. In this model, trust, price consciousness and conformity behavior were viewed as antecedents of risks. A study of 164 responses found that the purchase intention was induced primarily by hedonic value; while at the same time, perceived risks will decrease thedoi:10.13189/ujm.2015.030605 fatcat:5muthwg5qbfsfjlhdp2iltfr4y