Online Consumer Behavior: A Case Study

Online group buying, which provides daily discounts for various services and products, is a new form of marketing at the junction of promotion and pricing (Erdoğmus and Çiçek, 2011). This study explores consumers’ repeat purchase behavior of group buying in technical aspects. According to Dube (1994), we cannot make sure that all the satisfied customer will purchase again; however, a dissatisfied customer will never return (Dubé, 1994). Therefore, understanding the factors that influence online customers repurchase intentions is of great importance to all the group-buying companies. In the essay, theories of psychology, consumer behaviour and technology are combined to explain the repeat purchase of group buying. Drawing on specific dimensions

According to the previous research, one of the factors which affect the intention of repurchase is satisfaction (Chang, Chou and Wen-Chien, 2014). Most research on group buying focuses on the relationship between satisfaction and loyalty of customers. Transaction cost advantage, preview, and trust significantly and positively affect satisfaction, which, in turn, influences repurchase intention. Among all the factors, trust has the highest effect on satisfaction. Satisfaction is a function of expectation and expectancy disconfirmation. It is believed to influence attitude change and purchase intention (Oliver, 1980). By using the D&M model (DeLone & McLean, 1992, 2003), it is found that satisfaction with the website and satisfaction with sellers exert significant influences on repurchase intention (Hsu et al., 2014). Other factors related to customer online experience are also examined. For example, Shiau and Luo (2012) examine the applicability of social exchange theory (SET) in the online context and find out that reciprocity, trust, satisfaction, and vendor creativity predict online group buying intention.

However, the repurchase intention in technology aspect has little research. There is a gap in the technology aspect of the online repurchase behavior of group buying. It has been found that perceived quality of a website

First, the main antecedents of factors were identified through one or two focus group interviews. Next, a web-based survey will be used to test the relationship between the factors which we get from focus group and the behavior of repeat purchase. The questionnaire is designed according to the analysis which we get from the focus group interview.

Data will be using a mixed methods approach that involved two differentiated stages: a qualitative stage in the form of two focus groups discussions with a total of 10 participants, and a quantitative online questionnaire. From the qualitative study, several factors were identified as potential drivers of repeat purchase of online group buying in the aspect of the technical aspect. Data from the questionnaire will be coded and analysed using IBM SPSS software. Data will be cleaned and recode before analysis. Factor analysis and cluster analysis will be used.

A survey will be developed to collect data on the research variables. The statements used in the survey will be derived from previous studies and will be distributed to a sample of approximately 100 Chinese consumers.

The surveys will be distributed in Chinese, the back translation will be implemented to avoid translation errors. Multiple checks for the transaction is