Research On The Driving Factors Of Consumers' Three-Stage Behavior Intention On Community Group Buying

Group buying community has won customer recognition during pandemic lockdown time for it can satisfy people's basic life demands and,as an emerging retail model,has aroused attention and investments from many companies.Extant literature has probed into impact factors of consumers' adoption of online group buying websites from various perspectives.Yet,there are no investigations taking community group buying as the research object.This paper reviews the technology acceptance model(TAM)and task-technology fit theory(TTF),as well as online group buying,social network analysis,perceived value,value co-creation and cross-channel integration.Based on the qualitative research results,this paper identifies three important empirical research mechanisms in the context of community group buying: the first is to study the influence mechanism of consumers' willingness to accept towards the new retail format of group buying;the second is to study the driving factors of consumers' repurchasing intention to the specific community;the third is the influence mechanism of consumers' loyalty to the community.Based on three quantitative research results,this paper tests the hypotheses of three empirical models.This study makes a significant contribution to the relevant theories and literature of group buying community,and provides suggestions for enterprises to effectively manage group buying community.First of all,this paper uses an exploratory case study to interview consumers or group leaders from 27 community groups,and preliminarily analyzes the influencing factors of consumers' willingness to accept towards community group buying.It focuses on the reasons for consumers' willingness to buy and loyalty to different community groups,which provides ideas and directions for the follow-up empirical research: first,group buying community is taken as the overall object.Then,the research object is reduced to a specific group buying community.The influence of its characteristics(such as social network characteristics)on customers' repurchasing intention is discussed.Finally,after the end of the epidemic blockade,the influencing factors of consumers' loyalty to the community group are explored.Secondly,the first empirical study verifies the significant positive relationship between subjective norms,entertainment gratification and consumers' attitude.Transaction convenience and life safety have a significant positive impact on consumers' perceived usefulness,but the positive effect of economy on perceived usefulness is not significant.Perceived ease of use has a significant positive effect on perceived usefulness and attitude,and perceived usefulness has a significant positive effect on attitude.There is a significant positive relationship between consumer's attitude towards group buying community and willingness to accept.Then,the second empirical study examines the relationship among network characteristics,value co-creation and consumers' group buying intention within a specific community group.The results show that: network density,tie strength and network heterogeneity of group buying community improve information interaction quality,promote the value co-creation activities of building trust,transaction completion and solving problems among members,and then improve customer perceived value and enhance consumers' repurchasing intention in a specific community.Finally,the third empirical study explores the impact of cross-channel integration quality(perceived consistency and perceived fluency)on customers' emotional experiential value and functional experiential value,as well as the impact of these two experiential values on community trust and loyalty.The results show that perceived consistency and perceived fluency have significant positive effects on customer's functional experiential value and emotional experiential value.Two experiential values have significant positive effects on customer's community trust,and customer's community trust has significant positive effects on community loyalty.