Research On Influencing Factors Of Community Group-buying Diffusion Based On Innovation Diffusion Theory

With the rapid development of Internet technology,shopping methods are becoming more and more diversified,and people’s life is greatly improved.In the wave of mobile Internet in recent years,O2 O new retail model has become a new hot spot.As the "last kilometer" of O2 O new retail,community group buying has once again attracted high attention from all walks of life and ushered in a development climax under the special social environment such as the novel coronavirus pneumonia epidemic.By 2021,community buying has more than 646 million users,which is not a fast growth rate.What causes its rapid spread? Why do people adopt this innovative shopping mode? Are questions worth exploring.In 1962,American scholar Rogers put forward the theory of innovation diffusion,which explained the diffusion of new products and technologies in our life.With the help of this theory,this paper conducts an in-depth study on the diffusion of the new Internet "product" of community group-buying,reviews the development history of community group-buying,and finds that it is consistent with the diffusion law of innovative "product".In addition,from the micro perspective,combined with the theory of innovation diffusion,the influence of innovation object,diffusion channel,individual innovation of diffusion host,diffusion source enterprise or organization and diffusion environment factors on individual adoption of community group buying is analyzed.Based on this,combined with the development characteristics of the new shopping mode of community group-buying,a model of influencing factors of user adoption behavior related to the diffusion of community group-buying is preliminarily established.Moreover,sociological investigation methods--in-depth interview and questionnaire are comprehensively used to consider the diffusion process of community group-buying.There are five factors,such as the attributes of the community group-buying shopping model itself,the communication channels of the relevant information,the individual innovation of the community group-buying users,the comprehensive strength of the community group-buying enterprises and the social system where the community group-buying is located,which have significant influence on the adoption behavior of users and the degree of influence.The interview results were obtained through in-depth interview,which was used as reference for the design of questionnaire items.Then,the research data were collected through the online and offline questionnaire survey method,and the statistical analysis software AMOS26.0 and SPSS26.0 were used for quantitative analysis of the research questions.The results show that the compatibility and observability of community group-buying,the communication channels of relevant information of community group-buying,and the comprehensive strength of community group-buying enterprises all have significant positive effects on the spread of community group-buying.According to the research conclusions,this paper puts forward suggestions on the development of community group-buying from the above four aspects,in order to help the community group-buying model to further improve and the community group-buying industry to achieve considerable development.At the same time,the future direction of community group-buying research is also proposed.