Wu Jingjing, Chen Yiwei, Pan Hao, Xu Anxin
College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou, China.
Front Psychol. 2022 Jun 15;13:903221. doi: 10.3389/fpsyg.2022.903221. eCollection 2022.
Community group-buying platforms are increasingly relying on the interaction between the group-buying leader and consumers, thereby achieving the customer lock-in. In view of this, it is crucial to understand how the group-buying leader to establish a long-term transaction relationship with consumers. In this study, we construct a model based on the role theory and trust transfer theory, and identify two types of interactions of the group-buying leader (i.e., role interaction of merchant and role interaction of friend) and two types of consumer trust (i.e., community group-buying trust and interpersonal trust). Then, the mechanism that how different role interactions of the group-buying leader can be transformed into the lock-in purchasing intention of consumers is further clarified. By interviewing 430 consumers with community group-buying experience in the community through offline questionnaire, the research model has been proven to be effective. To be specific, both role interactions of the merchant and friend can impose a positive impact on interpersonal trust, which will also lead to the trust in community group-buying, and thus enhance the lock-in purchasing intension of consumers from a fixed leader. Overall, this study has made certain contributions to the study of customer relationship. In theory, this study further explains the explanation mechanism of the "acquaintance marketing" phenomenon. Moreover, this study adopts the role theory to analyze the differences of different role interactions of the group-buying leader in relationship quality and purchase decision making, and employs the trust transfer theory to expand the trust transfer effect from the interpersonal trust of the group-buying leader to the trust in community group-buying. In practice, this study provides a new perspective and practical reference for community group-buying enterprises and the group-buying leader on how to better manage customers and maintain a long-term and stable customer relationship.
社区团购平台越来越依赖团购团长与消费者之间的互动，从而实现客户锁定。鉴于此，了解团购团长如何与消费者建立长期交易关系至关重要。在本研究中，我们基于角色理论和信任转移理论构建了一个模型，识别出团购团长的两种互动类型（即商家角色互动和朋友角色互动）以及消费者的两种信任类型（即社区团购信任和人际信任）。然后，进一步阐明了团购团长不同的角色互动如何转化为消费者的锁定购买意愿。通过线下问卷对430名有社区团购经验的消费者进行访谈，验证了研究模型的有效性。具体而言，商家和朋友的角色互动都能对人际信任产生积极影响，进而引发对社区团购的信任，从而增强消费者从固定团长处的锁定购买意愿。总体而言，本研究对客户关系研究做出了一定贡献。在理论上，本研究进一步解释了“熟人营销”现象的作用机制。此外，本研究采用角色理论分析团购团长不同角色互动在关系质量和购买决策方面的差异，并运用信任转移理论将信任转移效应从团购团长的人际信任扩展到对社区团购的信任。在实践中，本研究为社区团购企业和团购团长如何更好地管理客户以及维持长期稳定的客户关系提供了新的视角和实践参考。
