Customers’ online group buying decision-making in emerging market: A Quantitative Study of Chinese online group buying
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.
Online group buying, Buying decision making, Social exchange theory, market stimuli, e-commerce systems
IdentifiersURN: urn:nbn:se:lnu:diva-35224OAI: oai:DiVA.org:lnu-35224DiVA: diva2:725675
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
Zineldin, Mosad, Professor
Pehrsson, Anders, Professor