The impact of virtual community trust influence over consumer participation in online group-buying

摘要

This paper focuses on the aspect of virtual community trust, combining the theory of Electronic word-of-mouth and Technology Acceptance Model, to develop a deeper understanding of how virtual communities influence consumer participation in online group-buying, and to extract the key factors that impact consumer willingness to participate in online group-buying. The research involves survey responses from 314 individual consumers with online group-buying experience from China. The final results are used to provide suggestions to operators of online group-buying platforms, and to provide a different direction to academia for related studies, providing theoretical guidance and empirical evidence for the online group-buying marketing practices.