| At the beginning of 2020,the outbreak of new pneumonia in China,the closed management of residential areas,the reduction of residents’ going out and other prevention and control measures gave birth to the " housing economy",which made the community group buying enter into the vision of more people,and people can re-examine the value of community group buying.Consumer’s willingness to buy community group purchase is the key to the success of the community group buying mode,and it is also the core issue concerned by community group buying enterprises.At present,most of the research on online group buying platform is ordinary group buying platform.There are two kinds of model theory.Firstly,the technology model theory is applied to study the influence path of perceived usefulness and perceived ease of use on group buying intention and behavior.Secondly,one path is based on S-O-R,which considers emotional response as the intermediary between online service scene and consumer response Many scholars realize that the relationship between emotion and external environment stimulation and consumer behavior can only give a partial explanation.At this time,some scholars introduce customer cognition as another research path.Kim et al’s research proves that online shopping environment has a positive impact on customer perceived service quality and satisfaction,and thus leads to customer purchase behavior.From the perspective of initial trust,Li Man et al.Discussed the mechanism of network service scenarios on customer behavior intention.It is rare to consider the influence of service scene characteristics on the willingness of community group buying based on virtual community group buying,and consumers’environmental atmosphere perception and value perception as the intermediary.In this context,this study takes the community group buying as the research object,takes the SOR theory as the theoretical basis,and combines the social interaction theory,perceived value theory and social presence theory to study the influence factors and action models of the characteristics of the community group buying developed by the virtual community such as wechat on the consumer’s group buying willingness in the community,and puts the economy of the virtual community into consideration Only when activities are embedded into social activities can the leverage of virtual community be exerted. |
