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...

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Bibliographic Details
Main Authors: Jingjing Wu, Yiwei Chen, Hao Pan, Anxin Xu
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-06-01
Series:Frontiers in Psychology
Subjects:
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.903221/full

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