To enter the offline channel, the community-based group buying (CGB) platform usually recruits group leaders to perform corresponding tasks (i.e., creating new customers, information disseminating, marketing, and goods delivering). A major type of group leader is the traditional offline retailer, who runs a convenience store in the community and is considered as the core bond among three parties, namely, platforms, merchants, and consumers. Drawing upon the PPM theory and TAM model, this study aims to investigate the switching intention of traditional offline retailers to embrace platform’s recruitment and undertake group leader roles towards the CGB program. With primary data collected from 365 respondents, we establish a structural equation model and conduct the empirical analysis. Results suggest that both push and pull factors exert positive effects on convenience storekeepers’ switching intention, while the perceived risk (i.e., one of the mooring factors) hinders the switching intention. However, switching cost, as another mooring factor, does not significantly predict the switching intention. These additional constructs in the push–pull-mooring (PPM) model are considerably helpful for improving the understanding of traditional offline retailer’s switching intention towards community-based group buying and could offer several managerial implications for group buying platforms.

为了进入线下渠道，社区团购（CGB）平台通常会招募团长来执行相应的任务（即开发新客户、信息传播、营销和商品交付）。集团领导者的一大类是传统线下零售商，他们在社区中经营便利店，被认为是平台、商家和消费者三方之间的核心纽带。本研究借鉴PPM理论和TAM模型，旨在调查传统线下零售商接受平台招聘并承担CGB项目组长角色的转变意愿。我们利用 365 名受访者收集的原始数据，建立结构方程模型并进行实证分析。结果表明，推力因素和拉力因素对便利店店主的转换意愿产生正向影响，而感知风险（即锚定因素之一）则阻碍便利店店主的转换意愿。然而，切换成本作为另一个系泊因素，并不能显着预测切换意图。推拉系泊（PPM）模型中的这些附加结构对于提高对传统线下零售商向基于社区团购的转变意图的理解非常有帮助，并且可以为团购平台提供一些管理启示。