The Affecting Factors Of Users’ Continuance Intention To Use Community Group Buying Wechat Mini Program

As a new retail e-commerce mode,community group buying has attracted widespread attention since the outbreak of COVID-19 in 2020.During the epidemic,community group buying was known to the majority of users for its advantages such as convenient purchase and pickup,low price,and no contact,and was favored by capitalists because of its simple business model,easy duplication,and great market potential.However,in the development process of community group buying,there are issues for instance malicious competition,poor product quality,and insufficient supply chain response,which seriously affect the users’ continuance intention to use.Therefore,an in-depth discussion of the influencing factors of users’ continuance intention to use can not only optimize the marketing strategy of community group buying companies,but also enable companies to gain sustainable development advantages and promote the good development of the industry.Based on the extended IS success model and introducing trust as an independent variable,this paper constructs a model of consumers’ continuous intention to use of community group buying We Chat mini programs to study the factors of trust affecting information quality,so as to affect perceived usefulness,satisfaction and continuous use intention.Through AMOS24.0 analysis software,explore the impact of variables in the model on the continuous intention to use of community group buying We Chat mini programs,and verify the structural equation model and research hypothesis.Based on this,a path analysis was carried out on the research was carried out to explore the path effect value affecting continuance intention to use and the role of variables in the model.In addition,a multiple-group analysis based on demographic variables was conducted to study the impact of different user groups on the continuous intention to use of community group buying We Chat mini programs.This paper conducts data analysis on 468 valid questionnaires,and the consequences indicate that:(1)Trust significantly affects information quality,system quality and service quality of community group buying We Chat mini programs.(2)Information quality and system quality of community group buying We Chat mini programs significantly affect perceived usefulness.(3)System quality and service quality of community group buying We Chat mini programs significantly affect satisfaction.(4)Perceived usefulness and satisfaction significantly affect continuous intention to use of community group buying We Chat mini programs.Based on the above conclusions,so as to realize the sustainable development of community group buying enterprises,this paper makes the following management recommendations: Create a trustworthy image of community group buying companies and improve user trust.Improve the quality of We Chat mini programs for community group buying and enhance user perception.Strengthen the function of community group buying We Chat mini programs to meet the diverse needs of users.Optimize user experience and improve satisfaction.