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...
Main Authors: | Huajing Ying, Huanhuan Ji, Xiaoran Shi, Xinyue Wang |
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Format: | Article |
Language: | English |
Published: |
Emerald Publishing
2022-06-01
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Series: | Modern Supply Chain Research and Applications |
Subjects: | |
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 |
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