Research on influencing factors of user stickiness of community group buying platform

Xuetao Yang (), Nusanee Meekaewkunchorn, Tatchapong Sattabut and Chaiyawit Muangmee
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Xuetao Yang: Bansomdejchaopraya Rajabhat University
Nusanee Meekaewkunchorn: Bansomdejchaopraya Rajabhat University
Tatchapong Sattabut: Bansomdejchaopraya Rajabhat University
Chaiyawit Muangmee: Bansomdejchaopraya Rajabhat University

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 437-446 from Springer

Abstract: Abstract The research aims to study the level of factors contributing to the positive effect on user stickiness of community group buying platforms. And to analyze the factors contributing to the positive effect on user stickiness of community group buying platforms. This research integrated qualitative and quantitative research techniques. In-depth interview of business of community group buying platforms and to develop a valid and reliable questionnaire, as an instrument for quantitative research. The sample research aims collected were 461. Using Taro Yamane’s formula at a tolerance level of 0.05. The data were analyzed by using descriptive statistics of percentage, mean, and inferential statistics of Regression Analysis. The research revealed that: Perceived functional value positively affects user stickiness. Perceived emotional value has no positive effect on user stickiness. Perceived social value has a positive effect on user stickiness. Consumer satisfaction has a positive effect on user stickiness. These conclusions provide reasonable and feasible decision-making suggestions for community group buying platforms to promote healthy development.

Keywords: Community group buying; User stickiness; Perceived value; Customer satisfaction (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-368-9_51

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DOI: 10.2991/978-94-6463-368-9_51

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