Critical Examination of Online Group-Buying Mechanisms

摘要

Online group-buying mechanism evolves from earlier variant with dynamic discount pricing mechanism to daily-deal variant with fixed discount pricing mechanism. Both mechanisms still face the challenge of attracting customers, either merchants or buyers. In this paper, we examine online group-buying mechanisms by conducting an exhaustive review of online group-buying literature. Through identifying key design features for group-buying business models, we aim to propose a more sustainable group-buying mechanism. Based on the review of 46 articles, we propose that sustainable group-buying mechanism need to balance the benefits of both merchants and buyers. The nature of group-buying needs to be emphasized, but the mechanism should not be too complicated or simple.