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A Qualitative Approach to Understand Consumer Groups and Decision-Making Process in Online Group Buying: An Exploratory Study

A Qualitative Approach to Understand Consumer Groups and Decision-Making Process in Online Group Buying: An Exploratory Study

Lin Xiao, Chuanmin Mi
Copyright: © 2019 |Volume: 16 |Issue: 2 |Pages: 23
ISSN: 1545-7362|EISSN: 1546-5004|EISBN13: 9781522563990|DOI: 10.4018/IJWSR.2019040102
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MLA

Xiao, Lin, and Chuanmin Mi. "A Qualitative Approach to Understand Consumer Groups and Decision-Making Process in Online Group Buying: An Exploratory Study." IJWSR vol.16, no.2 2019: pp.24-46. http://doi.org/10.4018/IJWSR.2019040102

APA

Xiao, L. & Mi, C. (2019). A Qualitative Approach to Understand Consumer Groups and Decision-Making Process in Online Group Buying: An Exploratory Study. International Journal of Web Services Research (IJWSR), 16(2), 24-46. http://doi.org/10.4018/IJWSR.2019040102

Chicago

Xiao, Lin, and Chuanmin Mi. "A Qualitative Approach to Understand Consumer Groups and Decision-Making Process in Online Group Buying: An Exploratory Study," International Journal of Web Services Research (IJWSR) 16, no.2: 24-46. http://doi.org/10.4018/IJWSR.2019040102

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Abstract

This exploratory study used a qualitative approach to segment consumers in an online group buying context based on benefits pursued. 58 participants who have online group buying experience were interviewed. A cluster analysis was conducted on the interview data. The authors found three sub-groups of consumers: economic shoppers, balanced shoppers, and destination shoppers. A hierarchical decision-making process model was developed for different sub-groups of consumers. The results showed that these three sub-groups of consumers are different in terms of their decision-making process. This study overcomes the shortcomings of traditional segmentation studies by proposing a new segmentation method.

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