HICSS '01 Proceedings of the 34th Annual Hawaii International Conference on System Sciences ( HICSS-34)-Volume 7 - Volume 7
Impact of social influence in e-commerce decision making
Proceedings of the ninth international conference on Electronic commerce
Factors Affecting Consumers' Motivation in Online Group Buyers
IIH-MSP '10 Proceedings of the 2010 Sixth International Conference on Intelligent Information Hiding and Multimedia Signal Processing
Proceedings of the 12th ACM conference on Electronic commerce
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Group buying is a business model where people with the same merchandise interests form a group and conduct the purchase together to achieve a discount. Third-party proxy websites negotiate with merchants for appealing deals and then provide them to end customers. We call it online group buying. Besides, there exists local group buying where the joiners, the initiator, and sometimes even the merchants are in the same local community. Such locality induces some interesting characteristics in group buying, which remain largely unexplored in the research community. This study attempts to reveal users' behaviors in group buying within the local context. We developed a mobile service called "HappyGo" that supports local group buying. We conducted a trial involving more than 300 users from a company office. From our findings, we believe that local group buying complements online group buying by creating a "local" economic circle while also providing users with social benefits.