A Study on the Influence of Conformity Behaviors, Perceived Risks, and Customer Engagement on Group Buying Intention: A Case Study of Community E-Commerce Platforms

• Published in: Sustainability Vol. 14; no. 4; p. 1941
• Main Authors: Ou, Chueh-Chu, Chen, Kuan-Liang, Tseng, Wei-Kuo, Lin, Ya-Yun
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.02.2022
• Subjects: Bargaining; Case studies; Computer programs; Conformity; Consumer behavior; Consumers; Decision making; Electronic commerce; Influence; Internet software; Marketing research; Product returns; Purchasing; Shopping; Social networks; Sustainability; Turnover; United States

This study mainly probed into the factors influencing consumers’ OGB intention on community e-commerce platforms, built models that included facets of conformity behaviors, perceived risks, customer engagement, and OGB intention, and focused on whether there is a mediating effect on customer engagem...