Research On The Factors Influencing The Headmaster’s Characteristics On Residents’ Group Purchase Participation Behavior In The Context Of Community Group Purchase Offresh Produce

Along with the development of Internet and logistics technology,community group buying of fresh agricultural products has developed rapidly in recent years and has become one of the main sales channels of fresh agricultural products nowadays.In the community fresh produce group purchase activities,the head of the group is the main initiator and organizer of the group purchase activities,and is an important influencer of the group purchase activity or not.This paper focuses on the personal characteristics of the head of the group and the characteristics of the agricultural products themselves,and constructs the factors influencing the participation behavior of residents in community fresh produce group purchase from the perspective of the head of the group,hoping to help the theory and practice of community group purchase.This paper combines qualitative and quantitative research methods.Firstly,62 groupbuying consumers in Jingmen area were interviewed in depth by using the rooting theory method,and 19 initial concepts,6 main categories and one core category were derived by combining the first-hand data from the interviews.The model of community residents’participation behavior in group purchase of fresh produce,with trust in group purchase of fresh produce in community" as the core category,was constructed.The model was then tested using empirical research methods.A total of 310 respondents were recruited from an online questionnaire platform,and the data were analyzed through descriptive analysis,reliability analysis,correlation analysis,multiple regression analysis,and mediation analysis.The data results validate the theoretical model that individual characteristics such as head trustworthiness,closeness and professionalism have a significant positive impact on community residents’ willingness to participate in group purchasing,with honest trust,goodwill trust and competence trust playing a mediating role,in addition to controlling for product factors.Finally,combining the main findings of this paper’s research with the realistic context of community group purchasing,specific management suggestions are proposed.