Factors Influencing the Online Group Buying: Behaviour Peculiarities of Leisure Services Coupons Buyers
Growing popularity of the online group buying supposes an imperative to identify what factors influence the buyers to buy products or services online, to make informal teams, gaining power of negotiation. The research question the article addresses is s follows: what factors influence the buyers in online group buying sites to buy leisure services coupons. The findings of the survey showed the main influence factors for the choice of the leisure services coupons: site design, guarantees provided and impulsivity of the buyer. The barriers and limitations to increase the quantity of e-trade of the leisure services coupons are discussed. The factors appreciable by a purchaser are identified: quick comparison of price, good price for a quality and opportunity of self-decision making.