Effects of cue congruence and perceived cue authenticity in online group buying

Purpose The study investigates how the congruence of online deal popularity and star rating influences service quality expectation in online group buying (OGB) websites. It also investigates the role of authenticity perceptions of online cues. Design/methodology/approach Two experiments are used to assess the effects of congruence between deal popularity and star rating on service quality expectation for service deals in an OGB website. Findings...