Influencing Factors of Rural Consumers'Intention of Community Group Buying Under the Background of Digital Economy
Focused on the rural consumers'purchase intention in rural community group buying,based on SOR model,and through structural equation modeling,this paper explores the influencing factors of rural community group buying consumers'purchase intention.By analyzing the questionnaire survey data of 237 rural consumers in Hunan,the research conclusion is as follows:the convenience of community group-buying platform is the most decisive factor to arouse rural consumers'purchasing Intention.The second is members'interaction,platform entertainment,group-buying economy and members'familiarity.Rural consumers'perceptual arousal has a significant mediating effect on the consumers'purchase intentions.Finally,in order to provide decision-making basis and reference for the optimization of the operation mode of rural e-commerce group-buying platform,this paper puts forward suggestions from the aspects of rural community group-buying platform and government.
community group buyingrural e-commerceconsumer's purchase intentiondigital economyconvenience
NETL
NSTL
万方数据
