Study On Influencing Factors Of Community Group Buying Consumers’ Willingness To Continue Using Based On Leader And Commodity And Platform

In the past two years,the explosive development of community group buying has caused many disturbances,which has attracted the attention and controversy of many sectors of the society.In academia,scholars’ research mainly qualitatively analyzes community group buying from the perspectives of business model,logistics distribution location,supply chain optimization,commodity pricing and platform competition,while quantitatively studies it based on Sor model,Expectation Confirmation Theory,risk reduction theory,information system success model and technology acceptance model.Few people have explored the relationship between the factors affecting the willingness to continue to use.Consumers’ willingness to continue to use is the core concern of community group buying enterprises.If consumers’ willingness to continue to use is very low or even unwilling to use,community group buying enterprises will not be able to survive.At the same time,under the realistic situation of fierce competition and serious homogenization,it is worth noting what effective measures should be taken to deal with it.Therefore,based on these practical problems,this study applies social exchange theory,social impact theory and innovation diffusion theory,takes perceived benefits as intermediary variables and subjective norms and personal innovation as regulatory variables,and constructs influencing factors model of community group buying consumers’ willingness to continue to use based on leader and commodity and platform,Then explore the mechanism and boundary conditions of community group buying consumers’ willingness to continue to use based on leader and commodity and platform.This study uses the questionnaire method to verify the mechanism and research hypothesis of community group buying consumers’ willingness to continue to use based on leader and commodity and platform,and uses spss26.0 software,mplus7.4software and processv3.0 software.The results show that:(1)leader interactivity and professionalism,commodity price and quality,platform safety and vision have a positive impact on perceived benefits and willingness to continue to use;(2)Perceived benefits plays a partial intermediary role in the influence of interactivity、professionalism,price,quality,safety and vision on willingness to continue to use;(3)Subjective norms negatively regulate the relationship between interactivity,professionalism,price,quality,safety,vision and perceived benefits.Personal innovation negatively regulates the relationship between professionalism,price,quality,safety and perceived benefits.The moderating effect of personal innovation between leader interactivity,platform vision and perceived benefits is not significant.Based on the above conclusions,three management implications of this study are given: first,community group buying enterprises should pay attention to the positive impact of leader,commodity and platform characteristics on willingness to continue to use.Second,enterprises should actively improve consumers’ perceived benefits of using community group buying.Third,enterprises should also pay attention to the negative effects of subjective norms and personal innovation in community group buying.The innovation of the research is to study the influencing factors of community group buying consumers’ willingness to continue to use from the perspective of leader and commodity and platform,two variables of leader characteristics,namely,leader interactivity and professionalism variables,are introduced as independent variables.It also selects the subjective norms and personal innovation variables with consumers’ personal characteristics as the relationship between leader(interactivity and professionalism),commodity(price and quality),platform(safety and vision)and perceived benefits.