In Croatia, first group buying website appeared in 2009 and today there are 40 active group buying websites. For the purpose of this paper, a primary research was conducted among social network fans of group buying websites. 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 websites to use. Results analysis was conducted using parametric and non-parametric 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 websites to attract new customers, keep existing ones satisfied and learn how to distinguish themselves from their competitors.
International Journal of Knowledge-Based Development – Inderscience Publishers
Published: Jan 1, 2013