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

Chueh-Chu Ou, Kuan-Liang Chen, Wei-Kuo Tseng and Ya-Yun Lin
Additional contact information
Chueh-Chu Ou: Department of Marketing and Logistics Management, Ling Tung University, Taichung 40851, Taiwan
Kuan-Liang Chen: Department of Marketing and Logistics Management, Ling Tung University, Taichung 40851, Taiwan
Wei-Kuo Tseng: Department of Business Management, National Taichung University of Science and Technology, Taichung 40851, Taiwan
Ya-Yun Lin: Department of Marketing and Logistics Management, Ling Tung University, Taichung 40851, Taiwan

Sustainability, 2022, vol. 14, issue 4, 1-20

Abstract: 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.

Keywords: community e-commerce platform; perceived risk; conformity behavior; customer engagement; OGB intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/4/1941/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/4/1941/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:4:p:1941-:d:744929

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().