Research On The Influence Of Community Group Buying Characteristics On Consumer Loyalty

The development of Internet technology has greatly facilitated people’s life and promoted the innovation of shopping mode.As a new sales model,community group buying relies on the real community,and brings the offline social network online,and realizes “online booking + offline pick-up(delivery to home)” through We Chat,a social platform.But at the same time,because the content of goods provided by different platforms is similar,lack of core competitiveness,coupled with the advantages of community group buying is to open up online and offline sales channels to achieve the complementary effect of the two,but the lack of technical barriers,the operation model is easy to copy,so the industry entry threshold is low.With Alibaba,Meituan and other capital giants have entered,squeezing industry profits,making the community group buying industry competition more and more intense.In this context,whether each community group buying platform can improve consumer loyalty and thus enhance its repurchase rate has become the key to the healthy and sustainable development of community group buying in the future.Therefore,studying the influencing factors of community group buying consumer loyalty and its mechanism of action can help community group buying platforms improve their competitiveness and promote the good development of the community group buying industry.This essay develops a study framework for the variables affecting customer loyalty from the perspective of community group buying characteristics in order to investigate the influence of four characteristics of community group buying(convenience,economy,interactivity and closeness)on consumer loyalty and the mediating role of perceived value and satisfaction in the relationship between the two.A total of 338 valid questionnaires were used to analyze the structural equation model using AMOS23.0 and SPSS25.0 to test the proposed hypotheses.The main findings are as follows:(1)among the community group buying characteristics,economy and closeness significantly and positively affect consumers’ perceived value,while convenience and interactivity do not significantly affect consumers’ perceived value;(2)Consumers’ satisfaction and loyalty are strongly and favorably affected by perceived value;(3)satisfaction significantly and positively affects consumers’ loyalty;(4)perceived value and satisfaction play a mediating role between economy,closeness and loyalty.Accordingly,this paper proposes marketing suggestions for community group buying platforms to expand price advantages,ensure the quality of platform products,close the social distance,“reunite”neighborhood affections,optimize perceptual experience,and improve consumer loyalty.