Online group‐buying: The effect of deal popularity on consumer purchase intention

Group‐buying, in which consumers are granted a discounted price on a purchase offer within a particular period if the offer can achieve a required group size, is a prevalent marketing channel in recent years. Based on the bandwagon effect, a group‐buying offer looks more attractive when there are mo...

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Veröffentlicht in:	Journal of consumer behaviour 2022-03, Vol.21 (2), p.387-399
Hauptverfasser:	Chow, Cheris W. C., Chow, Clement S. F., Lai, Jennifer Y. M., Zhang, Lida L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Group size Marketing Popularity Purchase intention
Online-Zugang:	Volltext
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