Exploring e-deal proneness: the interplay of price consciousness and anticipatory regret

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.