Professional paper
https://doi.org/10.46672/zsl.10.11.8
THE QUESTIONABILITY OF THE “WIN–WIN” EFFECT IN THE ONLINE GROUP-BUYING MODEL
Draženka Ćosić
orcid.org/0000-0002-9973-9715
; Libertas International University
Slađana Cvrk Brlek
Abstract
Different concepts of e-commerce are playing an increasingly important role in the modern economy of the Republic of Croatia. This paper provides an overview of the specificities and trends of the online group-buying model. The paper analyzes the behavioral patterns, motivations and level of trust of Croatian consumers who engage in collective buying via
digital platforms. The paper highlights the main challenges facing group-buying platforms, especially with respect to ensuring service quality, digital security and long-term customer satisfaction. Although group buying theoretically strives for a win-win outcome, this effect is questionable in practice because the benefits are not evenly distributed. Most frequently,
the intermediary platform profits, while the gains of the buyer and the seller are short-term and often unsustainable.
Keywords
group buying, e-commerce, win-lose-win
Hrčak ID:
343918
URI
Publication date:
31.12.2025.
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