Investigating the Factors Influencing Consumer Perception of Social Group Buying: A Case Study Based on Kuaituantuan Mini Program

BACKGROUND INFORMATION&PROBLEM STATEMENT: With the development of internet technology, group buying in communities has gradually gained attention as an emerging consumption model. This study aims to investigate consumers' perceptions of community group buying and its influencing factors, using the KuaituantuanGroup Buying Mini Program as a case study to explore its impact on consumers' purchasing decisions. MOTIVATION: Community group buying not only changes traditional shopping methods but also enhances interaction among consumers through social networks. Therefore, understanding consumers' perceptions is crucial for optimizing platforms, improving merchant services, and enhancing consumer experiences. RESEARCH METHOD: This study employs the critical incident technique, a qualitative research method, by conducting surveys to collect key incidents of satisfaction and dissatisfaction encountered by consumers who have used the Kuaituantuan Group Buying Mini Program, and conducting qualitative analysis to summarize the main influencing factors. FINDINGS & CONCLUSION: The study finds that consumers' perceptions of the Kuaituantuan Group Buying Mini Program are influenced by the platform's user experience, merchants' service quality, and consumers' own social needs. Recommendations include optimizing the platform's user interface to improve operational convenience, merchants need to focus on product quality and after-sales service, and consumers actively participating in social interactions to enhance the group buying experience. Improving these aspects can significantly boost consumer satisfaction and loyalty.