In consumer markets, group buying acts as "social proof," where seeing others buy increases a new user's confidence in the product [17].
Sites like Pinduoduo or Groupon popularized the "deal of the day" model [9]. A discount only "kicks in" once a minimum number of buyers sign up, effectively using the group's size as leverage against the retailer [9]. group buying power
It allows users to bypass standard retail pricing. In consumer markets, group buying acts as "social