Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/314898 
Year of Publication: 
2022
Citation: 
[Journal:] Modern Supply Chain Research and Applications [ISSN:] 2631-3871 [Volume:] 4 [Issue:] 2 [Year:] 2022 [Pages:] 122-140
Publisher: 
Emerald, Bingley
Abstract: 
Purpose - In the presence of coronavirus disease 2019 (COVID-19), due to the social distance restriction, consumers' regular consumption behaviors and patterns have been changing fundamentally. Thereafter, an innovative group buying model has emerged and developed explosively with a specific focus on consumer's location, known as community-based group buying (CGB). The purpose of this paper is to investigate the transfer mechanism of user's trust in dyadic contexts of social and commercial role-playing in the CGB program. Design/methodology/approach - This study adopts an empirical research method, with an online and offline questionnaire survey, a total of 382 responses have been obtained. Then, both descriptive analysis and hierarchical regression analysis are conducted to explore the dual roles of group leader and its corresponding effects on consumers' trust (i.e. emotional trust and behavioral trust) and engagement actions (i.e. purchase and share) in the CGB program. Findings - Results indicate that resident's trust and their perception of group leader's friend role can positively enhance their engagement actions in the CGB programs. Meanwhile, for the purpose of profit maximization, the group leader is more willing to play a friend role in transactions no matter whether the role conflict exists. Originality/value - Research findings provide some managerial insights for CGB platform on the selection and training of group leaders and the incentive mechanism design.
Subjects: 
Community-based group buying
Role theory
Social commerce
Trust theory
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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