Influence of Multi-Role Interactions in Community Group-Buying on Consumers’ Lock-In Purchasing Intention From a Fixed Leader Based on Role Theory and Trust Transfer Theory
Community group-buying platforms are increasingly relying on the interaction between the group-buying leader and consumers, thereby achieving the customer lock-in. In view of this, it is crucial to understand how the group-buying leader to establish a long-term transaction relationship with consumer...
Main Authors: | Jingjing Wu, Yiwei Chen, Hao Pan, Anxin Xu |
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Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2022-06-01
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Series: | Frontiers in Psychology |
Subjects: | |
Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.903221/full |
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