Research On The Influence Of Relationship Quality Of Group Purchase Community On Customer Stickiness

Community group purchase is a new retail innovation model driven by the offline development of Internet consumption forms.Driven by the new consumption concept,more and more consumers are benefiting from the new consumption ecology of community group buying,which allows community residents to buy goods at good prices and brings convenience and benefits to community residents.Especially in the context of the "new crown epidemic" that has continued to be unstable for the past two years,China’s consumption habits have undergone a dramatic change and a new climax has emerged in the community business economy.Therefore,it is necessary to explore the factors that may affect the willingness of community residents to use group purchasing platforms in the context of the significance of the times of community group purchasing development,to provide some theoretical and practical considerations for the rapid development of community business economy.Based on the theory of Relationship Marketing and the theory of commitment and trust,this paper puts forward the related research hypotheses,and constructs the independent variable with the relationship quality as the dual dimension and the customer commitment as the intermediary variable,customer stickiness is the dependent variable,and positive word-of-mouth is the subject model with the moderating variable.In addition,the paper uses empirical research methods to find out the motivation of group-buying community driving customers to form stickiness.Firsthand data were obtained by questionnaire.After processing,statistical analysis software SPSS22.0 and Amos24.0 were used to verify the theoretical model.Preliminary research results show that:(1)The trust dimension of relationship quality can have a significant positive impact on customer stickiness,while the satisfaction dimension has no significant impact.(2)The relationship commitment between the customer and the group leader can have a significant positive impact on the customer’s sticky behavior.(3)Customer commitment is completely between customer satisfaction and customer stickiness,and partly between customer trust and customer stickiness.(4)Positive word of mouth does not positively regulate the relationship between customer satisfaction and customer stickiness.Therefore,through the analysis of the empirical research results,combined with the development status of community group buying,the paper proposes the following measures for the group leader to manage customer relationships and improve customer stickiness:(1)Adjust the focus of relationship quality management,and establish a relationship of trust and commitment with customers from a psychological level.(2)Pay attention to cultivating customers’ psychological attachment to the head of the group,create a diversified service model from the perspective of customers,and enhance the psychological identity of community customers to the head of the group.(3)Establish an appropriate community word-ofmouth reputation,enhance the psychological resonance of customers,avoid investing too much energy and cost in word-of-mouth shaping,and influence customers’ consumption decisions with the best word-of-mouth effect.By studying the relationship between relationship quality,customer commitment,customer stickiness,and positive word-of-mouth,this paper enhances the contemporary significance of relationship marketing theory and expands the application of relationship quality in the field of consumer behavior.The findings of this paper help community group buying platforms to better establish the chief’s business philosophy,encourage chiefs to create high-quality services and achieve customer base expansion,and help remind chiefs to pay attention to the impact of the reputation environment on customer stickiness,and then take measures to improve consumers’ purchase intentions and user retention rates.