A Qualitative Approach to Understand Consumer Groups and Decision-Making Process in Online Group Buying: An Exploratory Study

Lin Xiao and Chuanmin Mi
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Lin Xiao: Nanjing University of Aeronautics and Astronautics, Nanjing, China
Chuanmin Mi: Nanjing University of Aeronautics and Astronautics, Nanjing, China

International Journal of Web Services Research (IJWSR), 2019, vol. 16, issue 2, 24-46

Abstract: This exploratory study used a qualitative approach to segment consumers in an online group buying context based on benefits pursued. 58 participants who have online group buying experience were interviewed. A cluster analysis was conducted on the interview data. The authors found three sub-groups of consumers: economic shoppers, balanced shoppers, and destination shoppers. A hierarchical decision-making process model was developed for different sub-groups of consumers. The results showed that these three sub-groups of consumers are different in terms of their decision-making process. This study overcomes the shortcomings of traditional segmentation studies by proposing a new segmentation method.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jwsr00:v:16:y:2019:i:2:p:24-46

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