Group purchasing/social commerce: What are the behavioral drivers?
I have always been interested in the behavior of networks, in particular social networks within an industrial agglomeration complex (e.g. a cluster of firms that are located close by from each other). That was one of the reasons why I wrote a PhD thesis on the economic geography of decline of industrial clusters. Networks have a way of mesmerizing me. I’m fascinated by connections between people and firms, and the social commerce phenomenon is one that I’m puzzled by. I’m really interested in understanding the drivers of purchasing social commerce coupons. What makes YOU choose to buy into a ‘Groupon’ or a ‘Grooster’ or a ‘Good News Van’ or ‘Social Shopper’.
Even more interesting is, JT is subscribed to all of them. We (JT and I) had a text message conversation today about why he chooses to buy into them, what kind of things he buys, etc. He is not someone who is a heavy social media user at all (much to the contrary, rarely uses Facebook and is definitely not on Twitter). He is, by all measures, your average Vancouverite. So, if even he is interested in participating in social commerce as a customer, there must be something going on (I’m totally a skeptic when it comes to fads, so I have never acquired any deals).
Side note to all of you providers of social commerce coupons – please STOP using “X dollars for Y dollars worth of”. Maybe I’m just a grammar tyrant, but we all know it’s not worth Y. Please use “X% discount” if you can. I feel ripped off if I’m told “X dollars for Y worth of”. Seriously. One of the reasons why I am somewhat turned off of social commerce.
So, to my readers, your day-to-day average folk – do you buy social commerce coupons, and if so, why? What makes you buy into them?
Related posts:
- Go for dinner at one of the The Heather Hospitality Group restaurants (on the house)
- Empowering women in traditionally-male-dominated professions: Interurban bus drivers
- Ning-based social networks
- On authenticity in social media
- My recent Social Media Club Victoria talk: “Towards an Action-Focused Agenda for Social Change Using Social Media” (#smcvictoria) @smcvictoria
As with all sales, there are duds and then there are diamonds. As opposed to a sign on the window that says Sale and you have to go in and rummage to see if there are anything worthwhile, these groupons are very specific and to the point so that it is quite easy to read a few lines everyday on a group buying aggregator.
It also has all the thrills with finding a good deal and the shopping experience is pleasant.
Actually I find the % more misleading than “X for Y worth of food”.
The latter better describes what the deal actually is.
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