Research on The Influence of Community Group Buying Services on Consumers'Willingness to Continue Using
Based on the service-oriented logic theory and SOR theory,this paper constructs a research model and designs a questionnaire,uses SPSS and AMOS software to process 293 sample data,and analyzes the impact of community group-buying services on consumers'willingness to continue using them.The results show that commodity service,system service and leader service all positively affect consumers'perceived value,and perceived value positively affects consumers'willingness to use community group-buying.At the same time,from the three dimensions of commodity service,system service and leader service,the corresponding development countermeasures are put forward to provide reference for the development of community group-buying platform.
NETL
NSTL
万方数据
维普
