Understanding the Global Phenomenon of Online Group Buying: Perspective from China and the United States.

This cross-cultural comparison examined the mechanisms driving consumers' online group-buying (OGB) intention in China and United States. Chinese consumers expressed stronger inclination to participate in OGB than their U.S. counterparts. Opinion leadership emerged as a significant antecedent in both countries. However, perceived trust toward group-buying websites contributed to U.S. participants' OGB intentions but not for Chinese consumers. By contrast, perceived popularity significantly influenced Chinese consumers' OGB intention only. Consumer need for uniqueness did not significantly predict OGB intention in the United States, while Chinese male consumers with a greater level of CNFU were more likely to participate in OGB. [ABSTRACT FROM PUBLISHER]