Document Type

Conference Paper

Publication Details

Ditta-Apichai, M., Gretzel, U. & Kattiyapornpong, U. (Ping). (2013). Snapping hospitality and leisure related deals: purchase decisions in online group buying contexts. CAUTHE 2013 Conference Proceedings (pp. 154-164). New Zealand: Council for Australasian University Tourism and Hospitality Education.


Online group buying has become a global phenomenon and an emerging area of research. This study investigates online group buyers' purchase decisions regarding hospitality and leisure-related deals and explores factors influencing it. The pilot study of twelve in-depth interviews was conducted in May 2012. The findings indicate that social influences as well as price and discount rate were key factors affecting consumers' purchase decisions. Some unique characteristics of online group buying compared to general consumer decision-making processes were uncovered. Importantly, unplanned purchases were commonly experienced by online group buyers. Further research into online e-consumers' purchase decisions in group buying contexts is recommended.