Abstract
The research investigates Chinese consumers’ motives to join online buying groups organized by institutional initiators. Over 400 samples were collected via an online survey by performing purposive sampling with data provided by leading group buying websites in China. Multiple regressions were used to test research model.
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© 2015 Academy of Marketing Science
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Liu, M.T., Brock, J.L., Shi, J.G.C. (2015). The Consumer’s Online Group Buying Influential Factor Model: An Empirical Study in China. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_266
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DOI: https://doi.org/10.1007/978-3-319-10873-5_266
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10873-5
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