United We Shop! Chinese Consumers’ Online Group Buying

Jie J. Zhang, Wan Hsiu Sunny Tsai

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


ABSTRACT: This study aims to understand the underlying psychology that drives Chinese consumers’ online group buying intention. The relationship-oriented factors of perceived homophily, consumer susceptibility to interpersonal influence, and consumer need for uniqueness were tested as key antecedents of online group buying intention. Based on a nonstudent sample of Chinese Internet users, findings indicate that consumer need for uniqueness and perceived homophily significantly and directly influenced online group buying intention, while the effect of susceptibility to normative influence on online group buying intention was mediated by consumer need for uniqueness. Theoretical and practical implications of collective online buying are provided.

Original languageEnglish (US)
Pages (from-to)54-68
Number of pages15
JournalJournal of International Consumer Marketing
Issue number1
StatePublished - Jan 1 2015


  • China
  • homophily
  • need for uniqueness
  • Online group buying
  • susceptibility to interpersonal influence

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing


Dive into the research topics of 'United We Shop! Chinese Consumers’ Online Group Buying'. Together they form a unique fingerprint.

Cite this