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Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic

Sustainability, 2023-01, Vol.15 (3), p.2433 [Peer Reviewed Journal]

COPYRIGHT 2023 MDPI AG ;2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su15032433

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  • Title:
    Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic
  • Author: Zhang, Mengyao ; Hassan, Hasliza ; Migin, Melissa Wendy
  • Subjects: Buying ; China ; Community organizations ; Consumer behavior ; Consumers ; COVID-19 ; Customer satisfaction ; Data collection ; Electronic commerce ; Epidemics ; Expectancy ; Hypotheses ; Internet ; Marketing research ; Mobile commerce ; Online services ; Online shopping ; Pandemics ; Regression analysis ; Reliability analysis ; Risk perception ; Shopping ; Social aspects ; Social networks ; Statistical analysis ; Sustainability ; Virtual communities
  • Is Part Of: Sustainability, 2023-01, Vol.15 (3), p.2433
  • Description: One of the main methods of shopping for many consumers during the COVID-19 pandemic was through online community group-buying. This shopping method caters to the consumer demand of reducing contact and centralized procurement. However, some online community group-buying platforms could not attract many consumers, and consumer participation was low. Therefore, determining which factors affect consumers’ willingness to use online community group buying is important. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and perceived risk theory, this research explores the effects of performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived risk on consumers’ willingness to use online community group buying. In this research, a questionnaire survey was used, and the sample randomly collected from online consumers who had experience in online community group buying. A total of 280 respondents were collected. The collected data were analyzed by descriptive statistics, reliability, validity, correlation, and regression analysis. The results show that performance expectancy, effort expectancy, and social influence have a significant positive effect on the purchase intention of community group-buying consumers, while facilitating conditions and perceived risk have no significant positive effect. This research further enriched and improved the research on the use intention of an online community group-buying platform by integrating the UTAUT model and perceived risk theory. In practice, this research provides a new perspective and practical reference for how the online community group-buying platform can better attract consumers and maintain sustainable long-term customer relations.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su15032433
  • Source: GFMER Free Medical Journals
    Coronavirus Research Database
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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