The Antecedents and Consequences of Customer Participation in Community Group Buying: A Systematic Literature Review and Future Agenda

Community group buying (CGB) has shown exponential development recently because of the widespread use of social commerce and e-commerce. As a result of its popularity, the field has received increasing attention from academia, leading to a plethora of empirical studies to comprehend CGB and the elements that influence it. Therefore, reviewing the existing literature to identify potential gaps and future research opportunities becomes vital. Our study conducts a systematic literature review of CGB. We followed the PRISMA protocol, which generated 288 articles. Application of inclusion and exclusion criteria selected 41 studies for the detailed analysis. We analyzed the features of CGB from three perspectives: group leader, logistics, and localization, summarized five categories of antecedents (self-related, online-related, quality-related, operations-related, and risk-related), and identified two types of consequences (attitudinal, behavioral) of customers' participation. Several research gaps are identified, and corresponding research directions in the future are uncovered. Finally, we discuss the theoretical contribution and limitations of the study.