عليرضا شهبازي

The main objective of this study is to systematically explain the key factors an‎d their interrelationships that have led to the failure of team-buying–based businesses in Iran, an‎d ultimately to propose an integrated conceptual framework of these challenges. Adopting a qualitative an‎d inductive approach, the research was conducted through in-depth interviews with four managers an‎d founding members of businesses in this domain, continued until theoretical saturation was reached. The collected data were analyzed using thematic analysis through three stages of open, axial, an‎d selec‎tive coding with the aid of MAXQDA software. The findings led to the identification of 34 basic themes an‎d 9 organizing themes under 4 overarching themes as the key failure factors. These themes were presented in the form of an integrated conceptual model that illustrates the causal, consequential, an‎d structural relationships among the barriers. The code‑frequency analysis further revealed that challenges related to “strategic an‎d operational complexities of implementing the business an‎d product”—including issues of product design, revenue model, an‎d execution risks—constituted the core crisis point in these businesses. The results provide a practical roadmap of potential challenges an‎d pitfalls for entrepreneurs an‎d managers interested in the social commerce domain. They also assist venture capital investors in more accurately eva‎luating the risks of innovative business models an‎d can support policymaking for the development of digital‑economy infrastructure. The main distinction of this research lies in its approach: by offering an in-depth qualitative explanation, it provides an integrated depiction of the complex interactions among strategic, operational, cultural, an‎d infrastructural factors—an aspect that has been largely overlooked in prior studies.

تجارت اجتماعي , خريد گروهي , خريد تيمي , رفتار مصرف‌كننده

Social Commerce , Group Buying , Team Buying , Squad Shopping , Team Purchase

Alireza Shahbazi

Yaser Sobhanifard