Group Buying: A Strategic Form of Consumer Collective |
| |
Authors: | Jeff Jianfeng Wang Xin Zhao Julie Juan Li |
| |
Institution: | 1. College of Business, City University of Hong Kong, 83 Tat Chee Ave., Kowloon, Hong Kong;2. University of Nebraska-Lincoln, CBA 323, P.O. Box 880492, Lincoln, NE 68588-0492, United States |
| |
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 |
本文献已被 ScienceDirect 等数据库收录! |
|