Determinants of Continuous Usage Intention in Community Group Buying Platform in China: Based on the Information...

Community group buying is a new retail model with broad development prospects. The community group buying model in China has brought obvious social and economic benefits. However, the continuous usage rate on some community group buying platforms is relatively low. Consumers' continuous usage intentions are closely related to the sustainable development of community group buying platforms. Therefore, this study integrates the information system success model (D&M model) and the expanded technology acceptance model (TAM) to construct a research model that explores the factors influencing consumers' continuous usage intentions from both the platform's and consumers' perspectives. The survey data involving 418 respondents who used community group buying platforms were developed and analyzed for structural equation model (SEM) testing. The results show the following: (1) Perceived usefulness, perceived ease of use, service quality, perceived trust, expectation confirmation, and subjective norms significantly affect continuous usage intention. (2) Subjective norms are significantly related to continuous usage intention. Perceived usefulness, perceived ease of use, service quality, perceived trust, and expectation confirmation indirectly affect continuous usage intention through user satisfaction. This research provides a new perspective for the theoretical research of community group buying and helps to promote the sustainable development of community group buying platforms in management practice.