Perceived value is a reflection of the value consumers obtain from group-buying websites use.
Based on the value-based adoption model, if consumers’ actual experience of products exceeds their
performance expectation, the price advantage would be perceived as satisfying because the consumers’
perceived benefits exceed their perceived sacrifices (Lin et al., 2012). Thus, confirmation of online
group-buying, which refers to a cognitive belief representing the extent to which consumers’ expectations are
met, is expected to have a positive influence on perceived price advantage.