There is a tremendous growth of online group-buying (OGB) in recent years. Under the intensive market competition, customer’s revisit behavior is essential for OGB websites to survive. Drawing upon the shopping value perspective, this paper identifies the unique features of OGB and investigates the impacts of these features on customer shopping value and revisit behaviors. A theoretical model was developed and tested by 258 valid responses collected through an online survey. The results show that both the hedonic value and utilitarian value are salient in OGB context and the identified OGB features significantly influence the shopping value. Further, the effects of shopping value vary among different visit channels.
Che, Tong; Zheng, Xiabing; Peng, Zeyu; Lim, Kai Hin; and Hua, Zhongsheng, "Consumer’s Revisit Behavior in Online Group-Buying: A Shopping Value Perspective" (2015). PACIS 2015 Proceedings. 117.