Analyzing consumer goal structure in online group buying: A means-end chain approach

•27 goals embedded in consumer OGB behavior were found and organized hierarchically.•Cost saving, trust, choice optimization, and convenience are the key focal goals.•OGB consumers fulfill personal goals through the above four focal goal attainment paths.•Product assortment and price, information, and service quality are the key attributes.•OGB consumers fulfill similar personal goals of loyalty and self-actualization.