How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association
Since 2016, community group buying has grown significantly in China, largely driven by its efficient logistics, supply chains, low prices, and convenience. This model has been further popularized during the COVID-19 pandemic due to its effectiveness in meeting daily needs while minimizing human-to-h...
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| Format: | Article |
| Language: | English |
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EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01032.pdf |
| _version_ | 1797343450004193280 |
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| author | Si Xiang |
| author_facet | Si Xiang |
| author_sort | Si Xiang |
| collection | DOAJ |
| description | Since 2016, community group buying has grown significantly in China, largely driven by its efficient logistics, supply chains, low prices, and convenience. This model has been further popularized during the COVID-19 pandemic due to its effectiveness in meeting daily needs while minimizing human-to-human contact. A key component of this business model are the “group leaders” - influential individuals within a community responsible for managing group buying activities, which include order collection, supplier liaison, and goods distribution. Their primary task is to form and sustain a reliable community group buying consortium, a task that demands excellent organizational and interpersonal skills. This paper examines this phenomenon using the lens of the differential mode of association, a theoretical model explaining interpersonal relationships in traditional Chinese society. The research indicates that group leaders, through regular interaction with consumers, are able to alter their social network position, increase their influence, understand consumer needs, provide satisfying services, and enhance trust, thereby transforming consumers into loyal group buying participants. This transformation not only brings stability to group buying activities but also reinforces the community influence of group leaders, thus fostering the growth of community group buying. |
| first_indexed | 2024-03-08T10:47:52Z |
| format | Article |
| id | doaj.art-f8e151b916f04baf968ac0f8b6b8f6d2 |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-03-08T10:47:52Z |
| publishDate | 2024-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-f8e151b916f04baf968ac0f8b6b8f6d22024-01-26T16:53:33ZengEDP SciencesSHS Web of Conferences2261-24242024-01-011810103210.1051/shsconf/202418101032shsconf_icdeba2023_01032How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of AssociationSi Xiang0Research School of Economics, College of Business and Economics, Australian National UniversitySince 2016, community group buying has grown significantly in China, largely driven by its efficient logistics, supply chains, low prices, and convenience. This model has been further popularized during the COVID-19 pandemic due to its effectiveness in meeting daily needs while minimizing human-to-human contact. A key component of this business model are the “group leaders” - influential individuals within a community responsible for managing group buying activities, which include order collection, supplier liaison, and goods distribution. Their primary task is to form and sustain a reliable community group buying consortium, a task that demands excellent organizational and interpersonal skills. This paper examines this phenomenon using the lens of the differential mode of association, a theoretical model explaining interpersonal relationships in traditional Chinese society. The research indicates that group leaders, through regular interaction with consumers, are able to alter their social network position, increase their influence, understand consumer needs, provide satisfying services, and enhance trust, thereby transforming consumers into loyal group buying participants. This transformation not only brings stability to group buying activities but also reinforces the community influence of group leaders, thus fostering the growth of community group buying.https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01032.pdf |
| spellingShingle | Si Xiang How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association SHS Web of Conferences |
| title | How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association |
| title_full | How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association |
| title_fullStr | How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association |
| title_full_unstemmed | How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association |
| title_short | How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association |
| title_sort | how group leaders build stable community buying groups a perspective based on the differential mode of association |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01032.pdf |
| work_keys_str_mv | AT sixiang howgroupleadersbuildstablecommunitybuyinggroupsaperspectivebasedonthedifferentialmodeofassociation |