Consumer decision-making styles,involvement, and the intention to participate in online group buying

Recent studies have demonstrated the relevance of consumer decision-making styles and consumer involvement as crucial constructs in understanding online group buying, but none has analyzed their collective impact. This study tests consumer involvement as the mediator in the relationship between consumer intention to participate in online group buying and their decision-making styles. The results show that involvement significantly mediates the relationships between the recreational, hedonistic; price-conscious; habitual, brand loyal; and the confused by over-choice consumer decision-making styles and their intention to participate. Interestingly, the novelty-fashion conscious decision-making style shows a significant direct effect but no mediation through involvement. The study makes substantive contributions toward the online consumer behavior literature and website management. We suggest that website managers maintain consumer involvement at a high level and consider consumer decision-making styles when addressing potential visitors and converting them into buyers. The study describes limitations and implications for future research.