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지역사회 공동구매 운영자의 특성이 소비자의 구매의도에 미치는 영향에 관한 연구 -위챗의 지역사회 공동구매를 중심으로-
주림(Lin Zhu),박찬욱(Chanwook Park),조단통(Dantong Zhao) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.6
Since COVID-19, community group buying has been welcomed by consumers, and a new online shopping trend has been formed, which has led to influencing the online shopping market. Community group buying is a form of online group shopping carried out by the head of a group in the community where he lives through his personal social relationships. The group leader has very important decision-making power in community group buying. Therefore, this study aims to empirically investigate the influence factors of consumer perception of the leader"s characteristics (intimacy, problem solving, low cost of delivery, information accuracy) on the purchase intention of consumers in the local community. This study conducted a questionnaire survey of 400 community group buying participants and found the factors that affect consumers" purchase intentions. The results of this study can determine the influencing factors of purchase intention through the characteristics and trust of the group leader perceived by consumers and propose future research directions.