Abstract
With the development of Internet commerce, online group buying plays an important role in the recent electronic market. This study tries to understand consumer motivations with online group buying behavior in CC2B e-commerce, a popular group buying community Web site in Taiwan (Ihergo.com), which is designed to aggregate the power of buyers to gain volume discounts. Through online group buying literature as well as Netnography, four types of motivations for online group buying—profit, value, emotion, and achievement—have emerged. Moreover, the dynamic process of motivations found in online group buying will be further conceptualized and explained. The implications for researchers and marketing management are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
