发起人特征与产品感知价值对消费者社区团购意愿的影响

宋思根¹  李家芳²

（1.上海应用技术大学 经济与管理学院 上海 201418；2.安徽财经大学工商管理学院，安徽蚌埠233030） 

    【摘要】作为零售行业的新业态，社区团购成员之间存在一定程度的熟悉关系，团购发起人和成员之间基于线下的初始信任关系建立情感，通过人情关系、情感联系等线上线下的互动成为熟客，同时产品感知价值可能会影响团购意愿，并可能随关系嵌入程度而变化，这与传统网络团购大相径庭。由此，社区团购发起人和产品感知价值对购买意愿的影响尚待进一步验证。研究基于关系嵌入理论和感知价值理论，构建社区团购消费者团购意愿的理论模型，通过问卷调查，研究发现社区团购发起人熟悉性、关系强度和人际信任的特征，以及产品的感知价值和感知可靠性的特征均对消费者团购意愿产生显著的正向影响，但发起人特征对感知价值与团购意愿的关系不存在调节作用。因此，为了促进社区团购模式的高质量发展，企业要严格甄选出合适的社区团购发起人，重视发起人的社交关系能力培养，通过人际关系网络拓展消费者群体，培养用户忠诚；注重提升消费者对产品的感知价值，保证产品质量，提高消费者对产品和价值评估的可靠性。

    【关键词】社区团购；发起人；感知价值；团购意愿

    【中图分类号】F724.6

    【文献标识码】A

    引   用：宋思根，李家芳.发起人特征与产品感知价值对消费者社区团购意愿的影响[J]. 天津商业大学学报，2022，42(03)：49-58.

Influence of Initiator Characteristics and Product Perceived Value on Consumers' Community Group Buying Intention

  Song Sigen¹  Li Jiafang²

（1. School of Economics and Management, Shanghai Institute of Technology，Shanghai 201418；

2. School of Business Administration, Anhui Bengbu , 233030）

     Abstract：As a new format in the retail industry, community group buying has more or less members who are familiar to some extent each other, group buying initiators and members establish a kind of relationship by the offline initial interpersonal trust, and become familiar customers through online and offline interactions such as human relationships and emotional connections. At the same time, the perceived value of the product probably affect the willingness of group buying, and change due to the extent of relationship embedding. So consumer behavior of the community group buying is probably quite different from that of traditional online group buying. Therefore, the influence of community group buying initiators and product perceived value on purchase intention needs to be further verified. On the basis of relationship embedding theory and perceived value theory, a theoretical model of community group buying consumers’ willingness to buy group was developed. By the survey method, this study found that the characteristics of community group sponsors’ familiarity, relationship strength and interpersonal trust, as well as the perceived value and perceived reliability of the product characteristics are significant positive influence on consumer intention of community group buying, but initiators’ characteristics have no moderating effect on the relationship between perceived value and community group buying intention. In order to promote the performance of the community group buying, companies should strictly select the suitable initiators of community group buying, pay much attention to the cultivation of social relationship ability of initiators, expand consumer groups through interpersonal relationship network, and cultivate user loyalty; focus on improving consumers' perceived value of products and product qualityguarantee , and improving consumers' reliability of product and value assessment.

    Keywords：community group buying; initiator; perceived value; group buying intention

      Citation：Song,S., and Li, J.Influence of Initiator Characteristics and Product Perceived Value on Consumers' Community Group Buying Intention, Journal of Tianjin University of Commerce，2022，Vol.42, No.3, pp.49-58.