# Customer behavior of online group buying: an investigation using the transaction cost economics theory perspective

> Research article (Electronic Markets, 2021) · cited 31× · AI/ML

**Wikidata**: [openalex:W3177698697](https://www.wikidata.org/wiki/openalex:W3177698697)  
**Source**: https://4ort.xyz/entity/customer-behavior-of-online-group-buying-an-investigation-using-the-transaction-cost-economics-theory-perspective