The Co-participant effect on Consumer Post-Purchase Regret in Group Buying.

Authors

MengCheng Guan, Huazhong University of Science and TechnologyFollow
Jianbin Li, Huazhong University of Science and TechnologyFollow
Yicheng Zhang, Huazhong University of Science and TechnologyFollow
Yi Liu, Rennes School of BusinessFollow

Paper Number

1314

Abstract

Group buying is increasingly gaining popularity by allowing consumer-initiated models in the manner of small-size groups. With a lower threshold to make a group, the consumer who initiated (i.e., initiator) a group buying is now more easily influenced by the behavior of the co-participants. Drawing on the expectancy disconfirmation theory, we suggest that the response speed of the co-participant is indeed a performance cue, which may affect the consumer’s perceived disconfirmation and post-purchase regret. To enhance the understanding of consumer post-purchase regret, this paper investigates how the response speed of the co-participants coupled with deal popularity and expected discounts of the group deals affect the initiator post-purchase regret. Our findings suggest that a slower response speed of the co-participant is associated with a higher likelihood for initiator post-purchase regret in two-person group-buying. Moreover, with higher deal popularity and higher expected discounts, such an effect would be amplified.

Comments

Paper Number 1314

Recommended Citation

Guan, MengCheng; Li, Jianbin; Zhang, Yicheng; and Liu, Yi, "The Co-participant effect on Consumer Post-Purchase Regret in Group Buying." (2022). PACIS 2022 Proceedings. 80.
https://aisel.aisnet.org/pacis2022/80