Group Buying: A Strategic Form of Consumer Collective

Jeff Jianfeng Wang, Xin Zhao and Julie Juan Li

Journal of Retailing, 2013, vol. 89, issue 3, 338-351

Abstract: Existing literature on collective consumption focuses on passionate consumers of particular brands. This research examines group buying (GB), a multi-phase consumer collective activity, that creates value prior to, during and after the acquisition of products and services. Through a two-year, multi-sited, qualitative study, we examine both retailers’ and consumers’ motivations for participating in GB. GB is essentially a consumer collective that centers on consumer needs across brands, activities and lifestyles. This consumer collective is not initiated by brand affiliation or a consumption subculture, but by the need to discover desirable brands and obtain optimal products and services at favorable prices. Furthermore, GB empowers consumers to better protect their rights in an under-regulated market.

Keywords: Group buying; Consumption collective; Retail consumer behavior; Retail strategy (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:3:p:338-351

DOI: 10.1016/j.jretai.2013.03.001

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