Typically younger consumers (ages 20–35), including white-collar workers and college students who are open to trying new services.
Group buying is defined as a collective consumption activity where products or services are purchased at reduced prices when a minimum threshold of participants is reached. Initially popularized by platforms like Groupon in 2008, the model has evolved into "social group buying," where interpersonal networks drive demand. 2. Operational Models consumer group buying services
Research indicates that the primary drivers for GB participation are and deep discounts . Typically younger consumers (ages 20–35)
Crowds interact on forums to select merchants and negotiate deals directly via representatives. 3. Consumer Motivations and Demographics " where interpersonal networks drive demand.
Beyond savings, GB empowers consumers to protect their rights in under-regulated markets and provides a sense of "social power" through collective action.