Abstract
In this digital age, consumers have embraced online shopping, whereby the group buying (GB) strategy has been widely applied in online shopping. Therefore, it is noteworthy to decipher the global development trend of GB within the online platform. As such, this study evaluated the global research trends in GB based on publication output, co-authorship between authors and affiliated countries, as well as co-occurrence of author keywords. By deploying the bibliometric method on Scopus database, 349 journal articles published between 1957 and 2020 were retrieved. The results revealed that since 2011, the publications of GB began to increase rapidly, while the number of publications prior to 1999 was only 54, of which 38 were related to the medical field. Interestingly, researchers from China and the US contributed about 50% of the world's publications. Meanwhile, author keywords showed that vast research work had higher assertions with online GB (OGB) marketing and Internet technologies.
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