Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform
The rapid development of community group buying platforms has attracted a huge attention from both the practical and academic communities. Although previous research has explored the influence patterns of community group buying platform on the customers’ purchase intention, there are limited studies...
| Main Authors: | , |
|---|---|
| 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.2022.887959/full |
| _version_ | 1811237724736192512 |
|---|---|
| author | Tanaporn Hongsuchon Jing Li |
| author_facet | Tanaporn Hongsuchon Jing Li |
| author_sort | Tanaporn Hongsuchon |
| collection | DOAJ |
| description | The rapid development of community group buying platforms has attracted a huge attention from both the practical and academic communities. Although previous research has explored the influence patterns of community group buying platform on the customers’ purchase intention, there are limited studies on how customers’ purchase intention is influenced by their participation behavior. Therefore, based on social identity theory, this study constructs a theoretical model of consumer participation influencing users’ purchase intention through community identity in the community group purchase context, and examines the moderating role of users’ privacy concerns in this process in conjunction with privacy concern theory to systematically explore the role of consumer participation on purchase intention and its boundary conditions. In this study, the data collected from 532 valid samples are analyzed by structural equation modeling. The results of the study found that customer engagement behavior had a significant effect on purchase intention through the mediation of community identity, where privacy concerns negatively moderated the effect of community identity on purchase intention. The study reveals the intrinsic mechanism of customer engagement influencing purchase intention and its boundary conditions, which provides the suggestions for the marketing management and business practice of community group platforms. |
| first_indexed | 2024-04-12T12:29:22Z |
| format | Article |
| id | doaj.art-ff444eed67f64a1b812b856f5e7c0e03 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T12:29:22Z |
| publishDate | 2022-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-ff444eed67f64a1b812b856f5e7c0e032022-12-22T03:33:05ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-06-011310.3389/fpsyg.2022.887959887959Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying PlatformTanaporn Hongsuchon0Jing Li1Chulalongkorn Business School, Chulalongkorn University, Bangkok, ThailandIntellectual Property Research Institute, Xiamen University, Xiamen, ChinaThe rapid development of community group buying platforms has attracted a huge attention from both the practical and academic communities. Although previous research has explored the influence patterns of community group buying platform on the customers’ purchase intention, there are limited studies on how customers’ purchase intention is influenced by their participation behavior. Therefore, based on social identity theory, this study constructs a theoretical model of consumer participation influencing users’ purchase intention through community identity in the community group purchase context, and examines the moderating role of users’ privacy concerns in this process in conjunction with privacy concern theory to systematically explore the role of consumer participation on purchase intention and its boundary conditions. In this study, the data collected from 532 valid samples are analyzed by structural equation modeling. The results of the study found that customer engagement behavior had a significant effect on purchase intention through the mediation of community identity, where privacy concerns negatively moderated the effect of community identity on purchase intention. The study reveals the intrinsic mechanism of customer engagement influencing purchase intention and its boundary conditions, which provides the suggestions for the marketing management and business practice of community group platforms.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.887959/fullcommunity group buyingconsumer participationcommunity identityprivacy concernpurchase intention |
| spellingShingle | Tanaporn Hongsuchon Jing Li Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform Frontiers in Psychology community group buying consumer participation community identity privacy concern purchase intention |
| title | Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform |
| title_full | Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform |
| title_fullStr | Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform |
| title_full_unstemmed | Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform |
| title_short | Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform |
| title_sort | accessing the influence of consumer participation on purchase intention toward community group buying platform |
| topic | community group buying consumer participation community identity privacy concern purchase intention |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.887959/full |
| work_keys_str_mv | AT tanapornhongsuchon accessingtheinfluenceofconsumerparticipationonpurchaseintentiontowardcommunitygroupbuyingplatform AT jingli accessingtheinfluenceofconsumerparticipationonpurchaseintentiontowardcommunitygroupbuyingplatform |