Mansour Esmaeil Zaei - PhD Scholar, Department of Public Administration, Panjab University,

Many of the existing theories in e-Commerce regarding Buyer Coalition assume that all persons involved adopt selfinterestedstrategies by seeking their own gains using information that is available in the markets and elsewhere. Inreality however, such information may not be complete. Also, the amount of each person’s knowledge may differfrom others. By adopting a collaborative approach this study introduces an awareness mechanism for buyercoalitions that generates various outcomes corresponding to different levels of awareness of collaborative actorsinvolved. The theoretical foundation of the study is an overlapping space of Game Theory, e-Commerce, and Knowledge Management

Electronic Market, Buyer Coalition, Mechanism, Awareness, Knowledge-Sharing, Game Theory