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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1114-1114.

Authors

Hangeun Lee, Yonsei University, South Korea
Junyoung Lee, Yonsei University, South Korea
Kyoungmi Lee, Yonsei University, South Korea
Hakkyun Kim, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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