Will Purchasing From Groupon Make Lonely Consumer Feel Empowered? Loneliness and Preference For Group-Buying Purchase Experience

Hangeun Lee, Yonsei University, South Korea
Junyoung Lee, Yonsei University, South Korea
Kyoungmi Lee, Yonsei University, South Korea
Hakkyun Kim, Concordia University, Canada
We find that lonely consumers prefer group-buying experiences to individual-buying experiences because they obtain feelings of empowerment as a consumer from participating in group-buying. This research provides insights for understanding how consumers cope with their feelings of loneliness in the marketplace and restore better self-views.
[ to cite ]:
Hangeun Lee, Junyoung Lee, Kyoungmi Lee, and Hakkyun Kim (2012) ,"Will Purchasing From Groupon Make Lonely Consumer Feel Empowered? Loneliness and Preference For Group-Buying Purchase Experience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1114-1114.