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Customers’ online group buying decision-making in emerging market: A Quantitative Study of Chinese online group buying
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research Question: What factors influence customers’ online group buying decision-making in emerging market?

Research Purpose: To explore whether the factors of the Social Exchange Theory, market stimuli and e-commerce systems affect customers’ online group buying decision-making in emerging market

Method: This research is a quantitative study by using survey as a research strategy. A questionnaire which designed according to theory framework is used to collect data for analysis. The questionnaires are posted in Chinese Baidu PostBar.

Conclusion: In the end of data collection, 375 questionnaires have been analyzed. After analyzing empirical data, results for research questions have been answered. According to the analysis and theoretical framework, "reciprocity", "trust", "price", "word of mouth" and "website design" are attributes which have been detected to influence customers ‘online group buying decision-making in China. However, "loyalty "and "logistic services" are not attributes to influence customers ‘online group buying decision-making.

Place, publisher, year, edition, pages
2014. , 63 p.
Keyword [en]
Online group buying, Buying decision making, Social exchange theory, market stimuli, e-commerce systems
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-35224OAI: oai:DiVA.org:lnu-35224DiVA: diva2:725675
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Note

8

Available from: 2014-06-17 Created: 2014-06-16 Last updated: 2014-06-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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