Location
260-055, Owen G. Glenn Building
Start Date
12-15-2014
Description
Given the enormous growth and significant impacts of group buying on Internet business marketplaces, this study aims to develop a typology of online group buyers based upon benefits pursued by them and develop the hierarchical decision making process model for different segments of consumers from a Means-end Chain (MEC) theory perspective. The laddering interview technique was used to interview 58 online group buying users and to capture their reasons behind the online shopping behaviour, with grounded theory used to determine categories, which were then classified into attributes, consequences/benefits, and values/goals. Cluster analysis were conducted based on benefits level factors and three segments of consumers were identified: economic shoppers, balanced shoppers, and destination shoppers. Three decision making process model were developed and compared. Both similarities and differences were identified. This study has the potential to make significant contributions to both IS research and e-business regarding consumer online group buying decisions.
Recommended Citation
Xiao, Lin; Guo, Zixiu; and DAmbra, John, "A Typology of Online Group Buyers: Using Means-end Structures for Benefit Segmentation" (2014). ICIS 2014 Proceedings. 31.
https://aisel.aisnet.org/icis2014/proceedings/EBusiness/31
A Typology of Online Group Buyers: Using Means-end Structures for Benefit Segmentation
260-055, Owen G. Glenn Building
Given the enormous growth and significant impacts of group buying on Internet business marketplaces, this study aims to develop a typology of online group buyers based upon benefits pursued by them and develop the hierarchical decision making process model for different segments of consumers from a Means-end Chain (MEC) theory perspective. The laddering interview technique was used to interview 58 online group buying users and to capture their reasons behind the online shopping behaviour, with grounded theory used to determine categories, which were then classified into attributes, consequences/benefits, and values/goals. Cluster analysis were conducted based on benefits level factors and three segments of consumers were identified: economic shoppers, balanced shoppers, and destination shoppers. Three decision making process model were developed and compared. Both similarities and differences were identified. This study has the potential to make significant contributions to both IS research and e-business regarding consumer online group buying decisions.