2015•Unpublished venueOpen access

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

Soo Kyoung Kim, Minjeong Joyce Kim

Abstract

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.

Open-access reader

About this research paper

What this paper is about

Why it matters

OpenAlex reports 1 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

Key concepts: Group buying, Advertising, Business, Scarcity, Marketing, Context (archaeology), Group (periodic table), Economics