Consumer behavior and Group Buying Sites (GBS).

Abstract

Group buying sites are the new trend in e-commerce; both group buying sites (GBS) and purchases are on the increase (Internet World Stats, 2008). This project examines Group Buying Sites in Greece in relation to consumer behavior. We start by examining e-commerce and business strategies of Group Buying Sites in contrast to ordinary e-shops or physical shops. We present research on the subject, completed in various other countries and evaluate its relevancy to the customer behavior and GBS in Greece.To conclude, this study provides useful results to vendors, developers and researchers. Regarding vendors and developers, this study defines why consumers tend to use GBS for purchasing purposes. Thus, the results might be useful for other applications of e-commerce. Particularly, practitioners can apply the findings of this study to focus on the determinants of success for their online shopping websites.