The relationship between price perception and participant roles in on-line group-buying: A sample study of travelers from Mainland China

Abstract

In the recent years, along with the emergence of world-wide-web and internet, many studies investigated in particular factors influencing on the repurchase intentions in the on-line group buying environment such as degree of satisfaction, risk evaluation, and personal characteristics. However our study focuses on the relationships between Price perception and Participant roles on group buying behavior through internet. With the findings found in the paper, there is a significant correlation between the roles of group buying and factors as gender, profession, monthly revenue, and if the family members live together. In the price perception, there is a significant discrepancy between price mavenism, sales proneness, as well as price-quality schema and alterations on the roles of group buying. © 2014 Springer-Verlag Berlin Heidelberg.