Customers’ online group buying decision-making in emerging market : A Quantitative Study of Chinese online group buying

• Main Author: Gao, Lushan
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2014
• Subjects: Online group buying; Buying decision making; Social exchange theory; market stimuli; e-commerce systems
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35224

Research Question: What factors influence customers’ online group buying decision-making in emerging market? Research Purpose: To explore whether the factors of the Social Exchange Theory, market stimuli and e-commerce systems affect customers’ online group buying decision-making in emerging market Method: This research is a quantitative study by using survey as a research strategy. A questionnaire which designed according to theory framework is used to collect data for analysis. The questionnaires are posted in Chinese Baidu PostBar. Conclusion: In the end of data collection, 375 questionnaires have been analyzed. After analyzing empirical data, results for research questions have been answered. According to the analysis and theoretical framework, "reciprocity", "trust", "price", "word of mouth" and "website design" are attributes which have been detected to influence customers ‘online group buying decision-making in China. However, "loyalty "and "logistic services" are not attributes to influence customers ‘online group buying decision-making. === <p>8</p>