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Analyzing consumer goal structure in online group buying: A means-end chain approach

•27 goals embedded in consumer OGB behavior were found and organized hierarchically.•Cost saving, trust, choice optimization, and convenience are the key focal goals.•OGB consumers fulfill personal goals through the above four focal goal attainment paths.•Product assortment and price, information, a...

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Bibliographic Details
Published in:Information & management 2017-12, Vol.54 (8), p.1097-1119
Main Authors: Xiao, Lin, Guo, Zixiu, D’Ambra, John
Format: Article
Language:English
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Summary:•27 goals embedded in consumer OGB behavior were found and organized hierarchically.•Cost saving, trust, choice optimization, and convenience are the key focal goals.•OGB consumers fulfill personal goals through the above four focal goal attainment paths.•Product assortment and price, information, and service quality are the key attributes.•OGB consumers fulfill similar personal goals of loyalty and self-actualization. Given the enormous growth and significant impacts of group buying on Internet business marketplaces, this study aims to understand consumer goal structure in online group buying (OGB) contexts using a means-end chain approach. Using the laddering interview technique, 52 OGB consumers were interviewed. From the interview data, we identified 27 goals consumers pursued and their goal striving paths that are summarized in the hierarchical goal structure. This study has the potential to make significant contributions to both information systems research and e-commerce by utilizing a different approach to explain consumer technology adoption behavior.
ISSN:0378-7206
1872-7530
DOI:10.1016/j.im.2017.03.001