Consumer behavior of Singapore youth on group buying sites and its managerial implications.

Abstract

Group buying site (also named as collective buying site) is a new marketing channel which offers deals to a large group of consumers. Group buying sites have received tremendous surge in popularity among consumers due to the attractive discount offered. This paper focuses on the non-price factors in affecting consumer behavior of Singapore youth on purchasing deals on group buying websites. Coupled with extensive literature review as well as newly collected survey data, this study attempts to provide a comprehensive research on consumer behavior. In addition, a set of managerial implications is developed in 1) assisting merchant companies’ decision in adopting group buying sites as a marketing channel; 2) advising group buying sites to formulate effective deals based on consumer demand.