Customer behavior of online group buying: an investigation using the transaction cost economics theory perspective
Abstract
As online group buying (OGB) businesses increasingly face strong competition, understanding the beliefs, attitudes, and behaviors of their customers is critical. Hence, the purpose of this study is to understand why customers choose one OGB vendor over others. By extending the transaction cost economics (TCE) theory, we explain OGB customers’ purchase behavior. We conducted a two-stage online survey. The first survey (T1) captured the...
Paper Details
Title
Customer behavior of online group buying: an investigation using the transaction cost economics theory perspective
Published Date
Jul 12, 2021
Journal
Volume
32
Issue
3
Pages
1447 - 1461
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