A trust model for consumer conversion in community-based group buying: the dual roles of group leaders

A trust model for consumer conversion in community-based group buying: the dual roles of group leaders

Purpose – In the presence of coronavirus disease 2019 (COVID-19), due to the social distance restriction, consumers' regular consumption behaviors and patterns have been changing fundamentally. Thereafter, an innovative group buying model has emerged and developed explosively with a specific fo...

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Bibliographic Details
Main Authors: Huajing Ying, Huanhuan Ji, Xiaoran Shi, Xinyue Wang
Format: Article
Language:English
Published: Emerald Publishing 2022-06-01
Series:Modern Supply Chain Research and Applications
Subjects:
community-based group buying
social commerce
trust theory
role theory
Online Access:https://www.emerald.com/insight/content/doi/10.1108/MSCRA-01-2022-0004/full/pdf?title=a-trust-model-for-consumer-conversion-in-community-based-group-buying-the-dual-roles-of-group-leaders

Internet

https://www.emerald.com/insight/content/doi/10.1108/MSCRA-01-2022-0004/full/pdf?title=a-trust-model-for-consumer-conversion-in-community-based-group-buying-the-dual-roles-of-group-leaders

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