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

Authors: Varinder M. Sharma; Andreas Klein

Addresses: Eberly College of Business and Information Technology, Indiana University of Pennsylvania, 664 Pratt Drive, Indiana, PA 15705, USA ' Faculty of Health Care, Niederrhein University of Applied Science, Reinarzstrasse 49, 47805 Krefeld, Germany

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.

DOI: 10.1504/IJEMR.2016.078953

International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.3, pp.245 - 271

Received: 25 Nov 2015
Accepted: 13 Feb 2016

Published online: 06 Sep 2016 *

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