Analyzing Consumer Behavior In Online Group Buying In Bosnia And Herzegovina
Online buying is one of the most popular activities on the Internet, and within that group buying is one of the activities in the trend as a popular form of electronic commerce. Group buying is a worldwide phenomenon, and more recently very popular form of doing business on the local market. But the reasons why consumers are practicing such purchases, how they behave when buying, and what motivates them to buy are still not fully explored. The purpose of this paper is to get an insight into what the main factors are that the online consumers take into consideration when purchasing online. This paper will show how a new form of Internet commerce has found a way to turn the economic crisis to its benefit. Respectively, how consumers, encouraged by a limited purchasing power, unite and strengthen their position against the sellers to obtain a volume discount. The paper is based on an online questionnaire conducted by the authors on a sample of 562 respondents in BiH.