Group Buying: A New Mechanism for Selling Through Social Interactions

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Xiaoqing Jing; Jinhong Xie;
(2011)
  • Journal: Management Science,volume 57,issue 8 August,pages1,354-1,372
  • Related identifiers: doi: 10.1287/mnsc.1110.1366
  • Subject: Group Buying, word of mouth, interpersonal information sharing, Referral Rewards programs, pricing, social interaction, marketing, Internet

This paper examines a unique selling strategy, Group Buying, under which consumers enjoy a discounted group price if they are willing and able to achieve a required group size and coordinate their transaction time. We argue that Group Buying allows a seller to gain from... View more
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