We-Commerce : Evidence on a New Virtual Commerce Platform

The proliferation of the Internet and the latest mobile communication technologies have given rise to new forms of communication that made it easier for sellers as well as consumers to communicate and conduct business in real time and in virtual space with manufacturers, retailers or among each other. In addition, consumers are building social networks for interacting, and for collectively buying products (“We-Commerce”). From the sellers' perspective, they are stepping away from traditional forms of a single buyer-seller relationship and formerly dominant group building processes. By tapping into consumer networks and using consumers as marketing assets, marketers can enhance sales volumes, save marketing spending, and increase profits. This paper (1) provides an overview of grouping phenomena in marketing. It then (2) points out different platforms of group commerce in virtual surroundings, and (3) elaborates the influence of group mechanisms onto the consumer's decision-making process. Eventually, (4) further research questions are presented