Online Group Buying Factors – Conceptual Model for Understanding Consumer Value

  • Neringa Langviniene Kaunas University of Technology
  • Vidmante Guobyte Kaunas University of Technology
Keywords: online group buying (OGB), customer value, conceptual model, influencing factors

Abstract

Online group buying business has been growing already for several years. The factors that are stimulating customers to register with more and more group sites, proposing products and services as well as the factors that are forcing to buy on these sites are discussed in the article. As traditional trade channels concede the market to e-trade, businesses and consumers move to the Internet market, too. Online group buying sites is the next step to sell products and services in the Internet. A few of online group buying sites are more successful, whereas a few of them are less. However, this way of the trade is becoming very popular among the Internet users in the global world.

Drawing on research literature analysis, the model of the factors to buy on the online group buying sites is shaped. The specificity of online group buying in comparison to other e-trade models is disclosed. The model is developed from the viewpoint of consumer and value appreciated for purchasing in OGB sites.

DOI: http://dx.doi.org/10.5755/j01.ss.84.2.7485

Published
2014-07-01
Section
TOWARDS CREATIVE ECONOMY: THEORETICAL AND PRACTICAL INSIGHTS