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Factors Associated With Static-Price Online Group Buying

Author

Listed:
  • Antonia Bralic

    (Faculty of Economics, University of Split)

  • Mario Jadric

    (Faculty of Economics, University of Split)

  • Maja Cukusic

    (Faculty of Economics, University of Split)

Abstract

Numerous researchers explore key influencers of online consumer behavior, and the willingness to transact in the online environment in particular. The proliferation of online group buying websites is changing marketing strategies and buyers’ habits without doubt. The purpose of this research is to investigate and identify critical factors that affect the intention to purchase from group buying websites among student population. A survey-based approach was employed to investigate the research question among a group of students in a proctored environment. In line with the relevant findings related to key influencers, regression analysis demonstrated that trust, transaction cost and perceived security are significant influencers on student’s intention to engage in online group buying activities, while internet privacy concerns are not.

Suggested Citation

  • Antonia Bralic & Mario Jadric & Maja Cukusic, 2014. "Factors Associated With Static-Price Online Group Buying," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 23(1), pages 65-84, june.
    • Handle: RePEc:avo:emipdu:v:23:y:2014:i:1:p:65-84
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    group buying; online shopping; trust; perceived security; transaction cost;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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