Naslov
The research on buying behaviour among group buyers: the case of Croatia

Autori
Štulec, Ivana ; Petljak, Kristina

Izvornik
International Journal of Knowledge-Based Development (2040-4468) 4 (2013), 4; 382-401

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Internet; group buying; quantity discounts; social network; students; survey; Croatia

Sažetak
In Croatia, first group buying web site appeared in 2009 and today there are 40 active group buying web sites. For the purpose of this paper a primary research was conducted among social network fans of group buying web sites. The research instrument was online questionnaire. The purpose of the research was to profile group buyers in Croatia regarding their demographic and behavioural characteristics and to identify factors customers take into consideration when deciding whether to make a purchase and which group buying web sites to use. Results analysis was conducted using parametric and nonparametric test for comparing means and assessment of characteristics independence. Research findings imply that customers’ demographic characteristics significantly affect their group buying behaviour and that some factors have detrimental effect on adopting of online group buying. Research findings are expected to help group buying web sites to attract new customers, keep existing ones satisfied and learn how to distinguish themselves from their competitors.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA