The Influence mechanism of Hanyang urban residents' community group buying intention under the post-pandemic era

Name: Chen Anqi

keyword: Community group buying

ThaSH: Community -- Purchasing – Resident -- Urban -- Research

; Usage intention

ThaSH: Business Administration -- Research

; Post-pandemic era

Abstract: Due to the need for pandemic prevention and control, residents' living consumption shifted to online solutions, and community group buying achieved sensational development during this uncommon period. Under the post-pandemic era, community group buying became one of the norms for Hanyang urban residents in purchasing consumption for available products and services. The rising concerns of community group buying attracted business enterprises entering the industry by pushing the market size to a higher level. This study took urban residents as the research object and combined the Technology Acceptance and Use Integration (UTAUT) model to construct the theoretical framework for analyzing Hanyang residents' perception and attitude toward the usage intention. The purpose of this study was to explore the significant difference in usage intention of residents' community group buying among different demographic variable groups in age, monthly disposable income, marital status, participating frequency, and motivation of participation in Hanyang of Wuhan; to examine the influencing mechanism of the Hanyang residents' community group usage intention based on personal achievement, trust, and perceived value, and; to put forward feasible suggestions on better promotional strategies for community group buys platform through consumer behavior in Hanyang of Wuhan. Four hundred twenty-two completed questionnaires of Hanyang urban residents were collected through the online WeChat platform by random sampling in January and February 2023. The results showed that personal achievement, trust, and perceived value of community group buying significantly impacted usage intention by consumers. Further suggestions in practical usage intention on interpersonal interaction, participation, normative platform, satisfaction, hedonic motivation, and performance expectation were among the key influencing factors that significantly impacted the acceptance of community group buying platform.

North Bangkok University

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Rapassa Roung-onnam

Role: Advisor

Name: Yu Yanyan

Role: Advisor

Created: 2023

Modified: 2025-09-09

Issued: 2025-09-09

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Hanyang

DegreeName: บริหารธุรกิจมหาบัณฑิต

Level: ปริญญาโท

Descipline: การจัดการ

Grantor: มหาวิทยาลัยนอร์ทกรุงเทพ

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