Study On The Influence Factors Of Consumers’ Continuous Use Of Community Group Buying

The continuous development of mobile Internet technology created the community group buying this new network shopping mode,the pre-sale system to a greater extent to solve the fresh products cannot accurately predict user demand and redundant loss problem,and reduce the cost of kinds of commodity circulation process,reduce the commodity inventory turnover,so that consumers can buy needed goods at a lower price,to get more benefits.Since 2016,in just a few years,the dividends created by community group buying have attracted major capital and e-commerce enterprises to join in,and the competition between platforms is becoming more and more fierce.In the fierce competition,community group buying has also exposed some problems,such as the limited types of goods on the platform,fresh products are difficult to maintain stable quality,low participation threshold,high degree of homogenization,and lack of fundamental technological innovation.Community group buying has increasingly become a normal online shopping mode for consumers,and the convenience and benefits brought to consumers are obvious to all.In order to seize customer resources and even carry out unfair competition,the industry develops after several ups and downs,and even leads to the failure of poor management of some platforms.In order to standardize the business model of community group buying platforms,promote their sustainable and healthy development,and let more consumers enjoy more benefits,the state has issued regulatory measures such as "nine no regulations" on community group buying platforms.As the core element of the competition of community group buying platforms,consumers play an important role in the survival and development of the platform,so it is of great significance to explore and study the influencing factors that affect consumers’ willingness to use the continuous use of community group buying.Through the domestic and foreign consumer network group literature and the scholars of community group research,this paper extracts flow experience,expectation confirmation,perceived ease of use,perceived usefulness,system quality,information quality,service quality,ten research variables,perceived cost,subjective norms and habits,and on this basis put forward fourteen assumptions,build the consumer continuously use community group will research theory model.Considering the variable measurement scale summarized by scholars in the existing studies,combined with the research content of this paper,the initial questionnaire was designed,and then the items were corrected according to the results of the questionnaire,and then the formal questionnaire was obtained.The questionnaire was distributed online and offline ways.It was distributed to three universities and communities at different levels,and 358 valid questionnaires were finally collected.SPSS23.0 and AMOS23.0 were then used to conduct the statistical analysis and model test of the recovered data,and the final hypothesis results were obtained after correcting the model.The conclusion show that perceived usefulness,perceived ease of use,flow experience,system quality,information quality,service quality and habits have direct and significant positive effects on the continuous use willingness of consumer community group buying;flow experience,expectation confirmation and perceived ease of use indirectly affect the continuous use willingness of consumer community group buying.Finally,according to the research conclusion,some suggestions are put forward from the government,community group buying platform and consumers,Including the government can help the community group buying platform to provide high product information quality and cultivate consumers’ habit of using the community group buying platform to increase consumers’ continuous willingness to use;Community group buying platforms can ensure the information quality of goods,improve the level of service,system quality,increase the experience of consumers,expand the confirmation of the types of goods to meet consumers ’expectations,to increase consumers’ willingness to continuous use;Consumers can increase their willingness to continue using them by establishing a reasonable confirmation of expectations,So as to continuously obtain the benefits of group buying,Let the community group buying platform can develop healthy and orderly.