United We Shop! Chinese Consumers' Online Group Buying

This study aims to understand the underlying psychology that drives Chinese consumers' online group buying intention. The relationship-oriented factors of perceived homophily, consumer susceptibility to interpersonal influence, and consumer need for uniqueness were tested as key antecedents of online group buying intention. Based on a nonstudent sample of Chinese Internet users, findings indicate that consumer need for uniqueness and perceived homophily significantly and directly influenced online group buying intention, while the effect of susceptibility to normative influence on online group buying intention was mediated by consumer need for uniqueness. Theoretical and practical implications of collective online buying are provided.