Abstract
In virtual communities, people can pool together to buy a product at a lower price, which is called online group buying (OGB). We argue that besides product-related features, the initiators’ social capital is a key factor in one successful OGB event. Based on Social Capital Theory, we present a conceptual model for investigating the relationship between initiators’ social capital and the success of OGB event. Our study offers implications on: 1) how can the virtual community managers attract and sustain more members by facilitating successful OGB events; 2) what may become the future of online group buying mechanism, which is a booming phenomenon in electronic commerce.
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