Customer behavior of online group buying: an investigation using the transaction cost economics theory perspective
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DOI: 10.1007/s12525-021-00479-y
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- Rainer Alt, 2022. "Electronic Markets on platform culture," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1019-1031, September.
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More about this item
Keywords
Online group buying; OGB; Transaction cost economics; Intention; Actual behavior; Online customer review;All these keywords.
JEL classification:
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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