As a new type of retailing method,community group purchasing relies on the social relationship network of group leaders and consumers to achieve the distribution of products.Based on the SOR theory and the success theory of information system,this paper constructs the influencing factors of the purchase intention of fresh aquatic products in community group purchasing with interactivity,proximity,economy,product quality and service quality as the independent variables,trust and satisfaction as the mediator variables,and the purchase intention as the dependent variable model and questionnaire to analyze the factors affecting consumers'willingness to buy fresh aquatic products in community group purchasing.The study shows that interactivity and closeness in community group purchasing have a positive effect on consumer trust.Economy,product quality and service quality have a positive effect on consumer satisfaction.Trust and satisfaction have a positive effect on consumers'willingness to buy.
关键词
社区团购/水产品/购买意愿/SOR理论
Key words
community group purchasing/fresh aquatic products/purchase intention/SOR theory
万方数据