| After the outbreak of COVID-19,the government requires community residents to be in home-based quarantine,which makes the demand for group buying of fresh vegetables,daily necessities and other items increasing,and the community group buying market is becoming more and more prosperous,with the development of major group buying platforms.Faced with the huge potential but unstable community group buying model,what factors will affect consumers’ willingness to use,how to maintain market share and sustainable development,is the direction that enterprises need to think about.This thesis uses the method of literature research to sort out and summarize the development and situation of online shopping,online group buying and community group buying,combining with "information system success theory","commitment and trust theory" and introducing three new variables of satisfaction,perceived pleasure and word-of-mouth evaluation,from three dimensions of society,system and individual.To examine satisfaction,relationship commitment,trust perception,product factors,service factors,information factors,system factors,perceived pleasure,word-of-mouth evaluation of nine factors on the community group purchase use intention.Using the questionnaire survey method,this thesis takes the consumers who have participated in community group buying as the object,processes the valid data collected and collated by using SPSS 23 and AMOS 23 software,uses SPSS to make descriptive statistics and reliability and validity analysis of the data,and uses AMOS to establish structural equation model.As well as the use of SPSS process plug-in analysis of the mediating effect,so as to verify the assumptions put forward before,to explore the size of the influencing factors path of consumers’ willingness to use community group buying and the relationship between the influencing factors.The results show that in addition to word-of-mouth evaluation factors,satisfaction,relationship commitment,perceived trust,product quality factors,service quality factors,information quality factors and system quality factors have a direct positive im pact on consumer willingness to use.And satisfaction,relationship commitment and trust perception are the mediating variables between independent variables and consumers’ usage intention.In view of the reality and the characteristics of community group-buying,according to the research results and analysis,this thesis puts forward some suggestions for relevant community group-buying enterprises: considering the consumption psychology of target users and expanding the rural market;standardizing the plat form and leaders to make consumers more satisfied;ensuring the quality of products and information and establishing relationship commitment with consumers;Focus on user experience,enhance market reputation,and make the platform more trustworthy.From a theoretical point of view,this study explores the influencing path of community group buying intention from the social,systematic and personal perspectives,thus supplementing the influencing factors of consumer behavior and expanding the existing research on community group buying to some extent.From a practical point of view,at present,the world’s COVID-19 epidemic has not been completely controlled,exploring the factors affecting consumers’ real willingness to participate in community group buying,through the analysis of the relationship between the influencing factors,so as to provide ideas for enterprise market operation to formulate or adjust plans,to a certain extent,promote the development of community group buying,and can help restore social production. |
