DEVELOPMENT OF PRINCIPLES OF AN INNOVATIVE MODEL OF GROUP BUYING PLATFORM FOR ESTABLISHED COMMUNITIES: THE UKRAINIAN CONTEXT

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dc.contributor.authorNatalukha, Vitalii
dc.date.accessioned2026-02-17T14:35:23Z
dc.date.available2026-02-17T14:35:23Z
dc.date.issued2026
dc.description.abstractThis research develops principles for an innovative Group Buying Platform (GBP) model tailored to the specific socio-economic context of Ukraine as a “frontier” economy and characterized by high inflation, institutional instability, and a social structure having low generalized trust. The study investigates how digital platforms can leverage pre-existing social ties within established communities, such as neighborhood associations and professional collectives, to facilitate collective bargaining power and overcome the interaction frictions. A qualitative survey was conducted with 37 residents of multi-apartment buildings in Kyiv to test hypotheses regarding consumer interest, trust dynamics, and willingness to pay for platform services. The results reveal that while economic savings are the primary motivator, the main barrier to participation is the risk of disorganization and financial loss. Data analysis confirms that a significant majority of users are willing to collaborate with strangers if the platform provides a guaranteed “Safe Wallet” escrow mechanism, effectively substituting institutional trust for interpersonal trust. The study concludes that sustainable investment model prioritizing resilience and sustainable growth is essential for the Ukrainian market. The proposed business model utilizes a bottom up, consumer-initiated approach that empowers existing communities to organize, thereby creating tangible economic value for households and acting as a substitute institution that fosters a culture of broader economic cooperation.
dc.identifier.citationNatalukha, V. (2026). DEVELOPMENT OF PRINCIPLES OF AN INNOVATIVE MODEL OF GROUP BUYING PLATFORM FOR ESTABLISHED COMMUNITIES: THE UKRAINIAN CONTEXT. Kyiv: American University Kyiv. URI: https://er.auk.edu.ua/handle/234907866/172en
dc.identifier.urihttps://er.auk.edu.ua/handle/234907866/172
dc.language.isoen_US
dc.publisherManuscript
dc.subjectGroup Buying Platform
dc.subjectsocial shopping
dc.subjectpurchasing
dc.subjectFrontier Innovators
dc.subjectUkrainian market
dc.titleDEVELOPMENT OF PRINCIPLES OF AN INNOVATIVE MODEL OF GROUP BUYING PLATFORM FOR ESTABLISHED COMMUNITIES: THE UKRAINIAN CONTEXT
dc.title.alternativeРОЗРОБКА ПРИНЦИПІВ ІННОВАЦІЙНОЇ МОДЕЛІ ПЛАТФОРМИ ГРУПОВИХ ПОКУПОК ДЛЯ ІСНУЮЧИХ СПІЛЬНОТ: УКРАЇНСЬКИЙ КОНТЕКСТ
dc.typeThesis

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