Development of Group Buying in Turkey: Shopping on Daily Deal Websites

Abstract

Daily deals or deal-of-the-day is a relatively new business model based on online group buying, a shopping strategy providing volume discounts on products and services. Started in the USA in 2008, the daily deals system has become so successful that in a period of four years hundreds of clone group buying web sites have disseminated across the world mainly because all the involved parties in the system have enjoyed the benefits in a short period of time. The purpose of this paper is to analyze the online group buying system in Turkey, with an emphasis on the influence of some moderator variables on purchase intention of consumers when they shop on daily deal sites. The research was conducted with 400 customers in Istanbul to shed a light on their motivations, behavior, and perception of the online buying system in 2014.The results indicated that on an overall basis the visit and shopping frequencies of the customer to the deal-of-the day web sites will have significant impact on their perceptions of feeling smart shoppers, having trust and being loyal to the visited web sites.

Keywords

• günlük fırsat siteleri
• grup satına alma
• çevrimiçi alışveriş
• e-pazarlama.
• daily deals
• group purchasing
• online shopping
• e-marketing.