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1、BuzzingandTippingFrenzies:ThresholdE ectsinOnlineGroup-BuyingDi usionJiahuaWu,MengzeShi,MingHuRotmanSchoolofManagement,UniversityofToronto,Toronto,Ontario,CanadaM5S3E6fjiahua.wu09@rotman.utoronto.ca,mshi@rotman.utoronto.ca,ming.hu@rotman.utoronto.cagThispaperstudi
2、esthreshold-inducedfrenzye ects,asurgeofnewsign-upswhenapproachingthethresholdsofgroup-buyingdeals(tippingfrenzy)andacontinuinge ectofword-of-mouthreferralsbeforethethresholdsaremet(buzzingfrenzy).Thisempiricalstudyusesadatasetthatrecordsthenumberofsign-upsforgrou
3、p-buyingdealsin86citymarketscoveredbyGrouponduringaperiodof71days.Inourresults,tippingfrenzyissigni cantinallproductcategories.BuzzingfrenzyisstrongforproductcategorieslikeBeauty&Spas,butweakforcategorieslikeArts&Entertainment.Moreover,buzzingfrenzyexistsinallmark
4、ets,withthee ectbeingthestrongestinsmallestcities.Keywords:Buzzingfrenzy;Word-of-mouth;Thresholde ect;Group-buying1.IntroductionBuzzingfrenzyreferstoasurgeofword-of-mouthreferralsresultingfromcertainmotivatingmech-anisms.Suchmotivatingmechanismscanbemonetaryand/or
5、psychologicalmotives.Theexistingliteraturehasextensivelystudiedreferralbonusesasamonetaryincentivetostimulateconsumers'word-of-mouthactivities,includingexperimentalwork(e.g.,ChewandWirtz2002,RyuandFeick2007), eldstudies(e.g.,GodesandMayzlin2009),andtheoreticalanal
6、ysis(e.g.,Biyalogorskyetal.2001).Unliketheseexistingstudies,inthispaperweinvestigatethee ectofnon-monetarymechanisms,speci cally,thethreshold-inducedbuzzingfrenzyinthegroup-buyingcontext.Inatypicalgroup-buyingarrangement,notransactionwilltakeplaceuntilthetotalnumb
7、erofcom-mittedpurchasesexceedsapre-speci edthresholdwithinacertaintimeperiod.Recently,JingandXie(2011)useplentyofanecdotesaswellastheoreticalanalysistosuggestthatpeoplewhohavealreadycommittedtogroup-buyingdealswouldurgeotherstojointhemtobeatthetargets.However,toth
8、ebestofourknowledge,noempiricalanalysishasformallyvalidatedtheexistence1Electroniccopyavailableat:http://ssrn.com/abstract=21765542ofsuchathreshold-indu
