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

DOI

10.2991/978-94-6463-459-4_79How to use a DOI?

Keywords

corporate social responsibility perception; Self-identification; Emotional infection; Online group buying behavior

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.

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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TY  - CONF
AU  - Jinhua Sun
AU  - Qingyang Li
AU  - Hu Jian
PY  - 2024
DA  - 2024/07/23
TI  - Based on social identity theory and emotional infection theory, this paper explores the influence and mechanism of online group purchasing behavior
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 703
EP  - 708
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_79
DO  - 10.2991/978-94-6463-459-4_79
ID  - Sun2024
ER  -