Research Article
Research on the Influence of Information Source Characteristics on the Continuous Use Intention of Community Group-buying Users
@INPROCEEDINGS{10.4108/eai.1-9-2023.2338827, author={Chun Li}, title={Research on the Influence of Information Source Characteristics on the Continuous Use Intention of Community Group-buying Users}, proceedings={Proceedings of the 2nd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2023, September 1--3, 2023, Chongqing, China}, publisher={EAI}, proceedings_a={ICPDI}, year={2023}, month={11}, keywords={information source characteristics; community group buying; willingness to continue to use; type of interaction; multi-group analysis}, doi={10.4108/eai.1-9-2023.2338827} }- Chun Li
Year: 2023
Research on the Influence of Information Source Characteristics on the Continuous Use Intention of Community Group-buying Users
ICPDI
EAI
DOI: 10.4108/eai.1-9-2023.2338827
Abstract
Based on the theory of information source characteristics, the information source is divided into two types: leader characteristics and platform characteristics, and the models of information source characteristics, consumer trust and community group purchase users' intention to continue to use are constructed, and the differences under different leader interaction modes are discussed by multi-group structural equation model. Based on the multi-group model, the comparative study found that whether the leader adopts task-oriented interaction or relationship-oriented interaction, the characteristics of the leader can significantly affect the interpersonal trust of consumers, and then affect their continuous use intention. Perceived usefulness significantly affects the continuous use intention of consumers through platform trust. However, there are differences between relationship strength and interpersonal trust and inter-personal trust and willingness to use continuously.
