Units of time do matter: How countdown time units affect consumers’ intentions to participate in group-buying offers

A key feature of fixed-price group buying is the use of time-limited promotions, but few studies have examined the potential effect of different countdown formats. This study incorporates the unit effect and temporal focus theories to examine how different countdown time units affect consumers’ group-buying participation intentions, as well as the mechanisms and functional contexts of time units. The empirical results indicate that countdowns...