| Through the Internet to expand the market of agricultural products has been recognized by many enterprises.As a new e-commerce mode of agricultural products,community group-buying can well solve the "last kilometer" problem of agricultural products,which also attracts many consumers to buy the daily needed agricultural products through the community group-buying platform,which greatly promotes the sales of agricultural products.More and more capital find this dividend and join in one after another,which promotes the rapid development of community group-buying.Many scholars have carried out research on this,but most of them are descriptions of this phenomenon.Based on this,this paper,starting from the characteristics of community group buying,studies how the characteristics of community group buying stimulate consumers’ purchase intention of agricultural products,and explores the mechanism.This paper first reviews the literature related to community group buying,such as community group buying,agricultural product purchase intention,perceived value theory and SOR theory model.Based on the existing research,four characteristics of community group buying are determined,including interactivity,proximity,economy and effectiveness.Combined with SOR theory,a research model was built between the characteristics of community group buying and consumers’ willingness to buy agricultural products,and perceptual function,-emotion and social value were introduced as mediating variables.Thirdly,according to the research model,various variables were measured in combination with the previous maturity scale,so as to determine the questionnaire in this paper.Data were collected through the questionnaire and analyzed by data processing software SPSS24.0 and AMOS21.0.Based on the data analysis results,the following conclusions are drawn:the characteristics of community group-buying,such as interactivity,proximity,economy and timeliness,all positively affect the purchasing intention of agricultural products;The interactivity,closeness,economy and timeliness of community group-buying will positively perceive(functional,emotional and social)value;Perception function,emotion and social value all have positive influence on purchasing intention of agricultural products.Perceived(functional,emotional,social)value plays an intermediary role between the characteristics of community group-buying and the purchase intention of agricultural products.The interaction,closeness,economy and timeliness of community group-buying will further affect the purchase intention of agricultural products through perceived(functional,emotional,social)value.Based on the research conclusion,the following suggestions are put forward:strengthen the interaction of community members;Improve the overall quality of the head;The combination of various promotion methods;Improve distribution efficiency;Continuous optimization of the supply chain;Improve the functional design of the platform. |
