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Online group-buying: business models, literature review and directions for future research

Research output: Contribution to journalJournal article

Published
<mark>Journal publication date</mark>02/2014
<mark>Journal</mark>ACM SIGMIS Database
Issue number1
Volume46
Number of pages21
Pages (from-to)39-59
StatePublished
Original languageEnglish

Abstract

Online group-buying business has existed in American and European online marketplaces since the late 1990s. Consumers with similar purchase interests are congregated on group-buying websites to obtain group discounts. In the last decade, group-buying business models have evolved to adapt to consumer needs, and a number of studies have offered several insights into how to improve online group-buying. This paper begins with a description of the global development of group-buying websites and an overview of the group-buying business models. Next, it provides a comprehensive overview of the existing literature in the online group-buying research field. Building on this review, the paper presents a meta-theoretical framework toward the sustainability of group-buying and provides research directions to guide future studies on online group-buying.