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

Xuetao Yang; Nusanee Meekaewkunchorn; Tatchapong Sattabut; Chaiyawit Muangmee

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

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

Authors

Xuetao Yang¹^{, *}, Nusanee Meekaewkunchorn¹, Tatchapong Sattabut¹, Chaiyawit Muangmee¹

¹Bansomdejchaopraya Rajabhat University, Bangkok, 10600, Thailand

^*Corresponding author. Email: 394868137@qq.com

Corresponding Author

Xuetao Yang

Available Online 14 February 2024.

DOI: 10.2991/978-94-6463-368-9_51 How to use a DOI?
Keywords: Community group buying; User stickiness; Perceived value; Customer satisfaction
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.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
Series: Advances in Economics, Business and Management Research
Publication Date: 14 February 2024
ISBN: 978-94-6463-368-9
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-368-9_51 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Xuetao Yang
AU  - Nusanee Meekaewkunchorn
AU  - Tatchapong Sattabut
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/02/14
TI  - Research on influencing factors of user stickiness of community group buying platform
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 437
EP  - 446
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_51
DO  - 10.2991/978-94-6463-368-9_51
ID  - Yang2024
ER  -

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