Enticed by Group Buying Deals? Effects of Group Buying Websites on Impulsive Buying

摘要

Group buying websites are characterized by their deep discounts, limited time availability and limited quantities, which create an urgency to buy. High discount prices lure shoppers into making purchases immediately. In addition, limited quantities available on group buying websites do not only send a message about scarcity, but also give pressure to act quickly (Dholakia, 2010). Because group buying online is still fairly a new retail format, research on group buying website is at its infancy. The purpose of the current study is to determine factors influencing consumer decision-making on group buying websites. Specifically, this study aims to examine how online marketing stimuli on group buying websites impact impulse buying in the context of group buying.