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

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  • Varinder M. Sharma
  • Andreas Klein

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.

Suggested Citation

  • Varinder M. Sharma & Andreas Klein, 2016. "Intention-to-participate in online group buying and consumer decision-making styles," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 7(3), pages 245-271.
    • Handle: RePEc:ids:ijemre:v:7:y:2016:i:3:p:245-271
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    Cited by:

    1. Sharma, Varinder M. & Klein, Andreas, 2020. "Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Klein, Andreas & Sharma, Varinder M., 2022. "Consumer decision-making styles, involvement, and the intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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