Intention-to-participate in online group buying and consumer decision-making styles
by Varinder M. Sharma; Andreas Klein
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 7, No. 3, 2016

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.

Online publication date: Tue, 06-Sep-2016

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