Intention-to-participate in online group buying and consumer decision-making styles

Varinder M. Sharma and Andreas Klein

International Journal of Electronic Marketing and Retailing, 2016, vol. 7, issue 3, 245-271

Abstract: Consumer online group buying has become a daily deal group buying format. However, the received literature remained primarily focused on certain specific issues pertaining to the older format, whereas the decision-making characteristics of the participants were largely ignored. This study develops a relationship model between consumer decision-making styles and their intention-to-participate in the daily deal online group buying format. Using structural equation modelling, the study finds significant relationship between the 'perfectionistic, high-quality conscious', 'novelty-fashion conscious', 'price conscious and value for money conscious' consumer decision-making styles and their intention-to-participate in online group buying. Implications for theory and online group buying firms are discussed.

Keywords: decision making styles; online group buying; group buying websites; intention to participate; consumer decision making; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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