What Promotes Online Group-Buying? A Cross-Cultural Comparison Study between China and the United States

Jie Zhang, Wanhsiu Tsai

Research output: Contribution to journalArticle

4 Scopus citations


Considering the universal prosperity of online group-buying (OGB), this research study used online surveys to gauge the impact of perceived risk, opinion seeking, and hedonistic/recreational and brand conscious decision-making styles on consumers' OGB intention in two diametrically distinguished countries—China and the United States. The research findings indicated both cultural similarities and differences in the mechanisms underlying Chinese and American consumers' OGB intention. Perceived risk emerged as the most important predictor in the U.S. data while brand consciousness was the key driver of Chinese consumers' OGB intention. Promotion and management implications based on the research findings are also presented.

Original languageEnglish (US)
Pages (from-to)1-21
Number of pages21
JournalJournal of Promotion Management
StateAccepted/In press - Apr 6 2017



  • China and the United States,
  • cross-cultural comparison,
  • online group-buying,
  • online survey

ASJC Scopus subject areas

  • Marketing

Cite this