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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: INTERNATIONAL JOURNAL ON Advances in Information Sciences and Service Sciences
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.