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
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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 engagement and an interference effect on perceived risks. The subjects of this study were consumers with OGB experience on community e-commerce platforms. The results show that conformity behaviors have a significant positive impact on customer engagement and OGB intention; thus, when customers have insufficient information or relevant knowledge of OGB, the comments or recommendations of their relatives and friends would influence their engagement and OGB intention. Moreover, this study found that customer engagement has a complete mediating effect, which indicates that conformity behaviors can influence OGB intention through customer engagement. In addition, this study found that perceived risks have an interference effect, meaning that when consumers sense high risks, the OGB intention is weakened through customer engagement. This shows that in the OGB organizations of the community e-commerce platforms, it is recommended that more attention be paid to customer engagement; it is also a topic worthy of discussion in practical business applications.
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Research has consistently shown that perceived risk can hinder users' behavioral intentions to adopt new technologies, especially in online contexts where platform economy is perceived as riskier than traditional offline businesses.
“Research has consistently shown that perceived risk can hinder users' behavioral intentions to adopt new technologies, especially in online contexts where platform economy is perceived as riskier than traditional offline businesses [60,61].”
Several factors contribute to increased perceived risk in the platform economy, including unfamiliarity with products or businesses; privacy concerns; wasted time, money, or effort; and the potential risks associated with customer-to-customer interactions.
“Several factors contribute to increased perceived risk in the platform economy, including unfamiliarity with products or businesses; privacy concerns; wasted time, money, or effort; and the potential risks associated with customer-to-customer interactions [61,62].”
Trust in technology is a key determinant of user adoption.
“Trust in technology has also been identified as a key determinant of user adoption [3,61].”
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- Authors
- Ou, C.-C., Chen, K.-L., Tseng, W.-K., & Lin, Y.-Y.
- Affiliations
- Ling Tung University (TW)
- National Taichung University of Science and Technology (TW)
- Corresponding author
- Tseng, Wei-Kuo
- ORCID
- Tseng, Wei-Kuo
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2022-02-09
- Volume
- 14
- Issue
- 4
- Pages
- 1941
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W4211098538
- Cited by
- 38
- References
- 82
- Citations by year
- 2026: 5 · 2025: 8 · 2024: 11 · 2023: 8 · 2022: 5
- FWCI
- 6.69
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- group buying, community e-commerce, conformity, risk perception, customer engagement, purchase intention, word-of-mouth recommendation, mediating effect, moderating effect
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