Consumer Decision-Making in Online Group Buying

Online group buying represents a retail paradigm in which individuals aggregate demand to secure volume-based discounts from merchants. Consumers negotiate their decisions through both individual cognitive evaluations of price, quality and risk, and collective social processes rooted in peer influence and community dynamics. The decision journey typically unfolds in stages: recognition of a group purchase opportunity; information search across platforms and social networks; evaluation of vendor credibility, product value and group formation thresholds; and final commitment once a minimum group size is reached. Psychological drivers such as social identity, conformity and the balance between hedonic and utilitarian motivations frequently determine participation. Technological factors including platform usability, gamification elements and trust signals further shape perceptions of effort and performance expectancy. Cultural dimensions—collectivism versus individualism—modulate susceptibility to normative social influences, while risk perceptions regarding product authenticity, payment security and fulfilment reliability may inhibit or delay purchase intentions. The global proliferation of social commerce platforms has intensified research on how digital infrastructures mediate collective buying, with applications ranging from community-supported agriculture in rural settings to pandemic-era group procurements for essential goods. Understanding these decision mechanisms is crucial for designing interventions that enhance consumer welfare, optimise marketing strategies and foster sustainable engagement in collective e-commerce.

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Consumer Decision-Making in Online Group Buying publication trend

The graph below shows the total number of articles in consumer decision-making in online group buying across all publications each year (not limited to Nature Index journals).

Technical terms

Performance expectancy: Belief that using a platform will provide benefits in terms of task performance or purchase efficiency.

Effort expectancy: Perceived ease of use associated with engaging in the group-buying process.

Social influence: Degree to which consumers perceive that important others expect them to participate.

Perceived risk: Consumer’s subjective assessment of potential losses or negative outcomes from a transaction.

Electronic word of mouth (eWOM): Consumer-generated online communications that inform or persuade regarding products or services.

Customer engagement: Emotional and behavioural investment in interactions with a brand or platform.

Hedonic value: Experiential or affective benefits derived from the shopping process, such as enjoyment.

Utilitarian value: Functional or practical benefits obtained through cost savings or product utility.

References

1. The Roles of Electronic Word of Mouth and Information Searching in the Promotion of a New E-Commerce Strategy: A Case of Online Group Buying in Indonesia. Journal of Theoretical and Applied Electronic Commerce Research (2017).
2. A Study on the Influence of Conformity Behaviors, Perceived Risks, and Customer Engagement on Group Buying Intention: A Case Study of Community E-Commerce Platforms. Sustainability (2022).
3. Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic. Sustainability (2023).
4. Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying. Sustainability (2019).