Measuring the Effects of Pressure on Consumer Impulse Buying Intention in Online Group Buying

Group buying organizations (GBO) have recently stepped up their well-established practice of employing super-low prices combined with limited product and service supply in a short transaction time span as means exerting pressure on consumers. The purpose this research is to 1) identify define three types that are triggered by online group-buying (OGB) promotions, 2) examine the effects these consumers' impulse behavior, 3) investigate produce knowledge about mediating role emotion relationship between intention (IBI) By integrating stimulus-organism-response (SOR) model consumer literature seen from perspectives marketing enterprise information systems respectively, has identified (i.e., pressure, quantity price pressure) influence behavior (IBB) consumers regarding OGB. then examines reference pleasure arousal level. results large-scale survey an analysis structural equation demonstrate above-mentioned different IBI Moreover, finds achieved through mechanisms. Based analysis, authors made some suggestions marketers can utilize developing effective OGB strategies. This also provides basis for (EIS) develop technologies will allow better serve needs customers.