Group buying: a strategic form of consumer collective

Jeff Jianfeng Wang, Xin Zhao, Julie Juan Li

Research output: Contribution to journalArticleResearchpeer-review

43 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)338-351
Number of pages14
JournalJournal of Retailing
Issue number3
Publication statusPublished - 1 Sep 2013
Externally publishedYes


  • Consumption collective
  • Group buying
  • Retail consumer behavior
  • Retail strategy

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