Based on social identity theory and emotional infection theory, this paper explores the influence and mechanism of online group purchasing behavior

Jinhua Sun (), Qingyang Li () and Hu Jian ()
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Jinhua Sun: Chongqing University of Technology, School of Management
Qingyang Li: Chongqing University of Technology, School of Management
Hu Jian: Chongqing University of Technology, School of Management

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 703-708 from Springer

Abstract: Abstract With the popularization of China's Internet and the change of consumers’ shopping habits, a large number of group purchasing events have emerged on the e-commerce platforms, which has drawn close attention from the academic community. In order to reveal the occurrence of events to study such issues, this paper from the common perspective of social identity theory and emotional infection theory, in-depth analysis of corporate social responsibility perception on the network group purchasing behavior may have an impact, through theoretical reasoning, corporate social responsibility perception to reveal the cause of network group purchasing behavior is of great significance.

Keywords: corporate social responsibility perception; Self-identification; Emotional infection; Online group buying behavior (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-459-4_79

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DOI: 10.2991/978-94-6463-459-4_79

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