Research On The Influence Of Group Leaders’ Interaction Behavior On Consumers’ Willingness To Continue Participating In Community Group Purchase

Community group buying has developed rapidly since 2016.In 2020,driven by the epidemic,community group buying showed a blowout momentum of development,attracting widespread attention from the capital.However,with the involvement of capital,the competition in the field of community group buying has become increasingly fierce,and competitive chaos such as burning money and fighting price wars has occasionally emerged,hindering the healthy development of community group buying.In the fierce competition,taking effective measures to attract consumers to continue participating in group buying is particularly important for the survival and development of enterprises.As a bridge connecting group buying enterprises and consumers,the quality of their interaction with consumers will directly affect consumers’ willingness to continue participating in community group buying.Therefore,studying the impact of group leaders’ interactive behavior on consumers’ willingness to continue participating in community group buying is of great significance for improving the business level of group leaders and the competitiveness of enterprises.This article first uses interview data from 15 group leaders from different communities in Wuhan City,using Nvivo11 software,to summarize the interactive behaviors taken by group leaders to attract consumers during the post epidemic period,and divides them into two dimensions: product information interaction and social relationship interaction.Then,based on SOR theory and social impact theory,a model of "group leader interaction behavior perceived value consumers’ willingness to continuously participate in community group buying" was constructed,introducing information susceptibility and normative susceptibility as regulatory variables to explore the economic functional value of different group leader interaction behaviors on consumers with different levels of information susceptibility and normative susceptibility The impact of social emotional value and willingness to continue participating in community group buying.Using survey data from physical communities,it was verified that the product information interaction and social relationship interaction of group leaders have a positive impact on consumers’ willingness to continue participating in community group buying,and economic function value and social emotional value have a positive impact on consumers’ willingness to continue participating in community group buying.Economic function value and social emotional value have a partial mediating effect between group leader interaction behavior and their willingness to continue participating in group buying,and information susceptibility positively regulates the impact of group leader product information interaction on consumer perceived value.Based on the research findings,this article proposes corresponding management implications from a dual perspective: from the perspective of the group leader,it is necessary to strengthen product information exchange with community consumers;Focus on establishing and maintaining good social relationships with consumers to create a pleasant experience for consumers;It can provide targeted services to consumers with high information susceptibility,enhance their perceived value,and thereby enhance their stickiness.From the perspective of the enterprise or platform,attention should be paid to the improvement of the professional ability of the team leader;Focus on improving the competitiveness of group buying products;Establish an evaluation mechanism for group leaders to monitor them while enhancing their enthusiasm for interacting with consumers.