Abstract
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.
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Data Availability
The data that support the findings of this study are available from the corresponding author, [Prof. Xiaoran Shi, email: xiaoran_eileen@163.com], upon reasonable request.
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Funding
Xiaoran Shi’s work in this study was supported by National Social Science Fund of China, 23BGL139; Zihan Guan and Ruhui Xue’s work in this study was supported by National College Student Innovation and Entrepreneurship Training Program, 202210060004; Xiaojiao Qiao’s work in this study was supported by Humanities and Social Science Fund of Ministry of Education of China, 17YJC630113.
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Guan, Z., Shi, X., Ying, H. et al. An empirical study on traditional offline retailer’s switching intention towards community-based group buying program: A push–pull-mooring model. Electron Markets 34, 18 (2024). https://doi.org/10.1007/s12525-024-00702-6
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DOI: https://doi.org/10.1007/s12525-024-00702-6