Exploring e-deal proneness: the interplay of price consciousness and anticipatory regret
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 27 November 2023
Issue publication date: 6 May 2024
Abstract
Purpose
This research investigates the factors influencing consumers' intention to purchase e-deals from group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.
Design/methodology/approach
Three studies (n = 539) were conducted using data collected from an online consumer panel and tested via structural equation modelling and PROCESS macro in SPSS.
Findings
The findings suggest that subjective norms, perceived behavioural control and attitudes positively influence consumers' e-deal purchase intention. Additionally, price consciousness amplifies the relationship between consumers' e-deal proneness and purchase intention, and price-conscious respondents are more likely to have the intention to buy e-deals when faced with some form of anticipatory regret.
Practical implications
Based on the research findings, practitioners are advised to prioritise social norms and entertainment value when promoting the attractiveness of e-deals, using strategies such as social media and influencer marketing. Brands should also emphasise the value of e-deals by showcasing comparative price savings and discounts to motivate consumers to buy.
Originality/value
This paper addresses an interesting and practical issue related to the effects of group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.
Keywords
Citation
Cheah, I., Shimul, A.S. and 't Hart, B. (2024), "Exploring e-deal proneness: the interplay of price consciousness and anticipatory regret", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 5, pp. 1230-1247. https://doi.org/10.1108/APJML-05-2023-0459
Publisher
:Emerald Publishing Limited
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