Study on the Influencing Factors of Consumers’ Choice of Community Group Buying E-commerce Platforms

With the integration of information technology and Internet economy, community group purchase, as an emerging e-commerce model, has rapidly risen to prominence by virtue of its convenient shopping experience and resolution of distribution challenges. In the face of fierce market competition and diversified consumer demands, enhancing users’ willingness to choose has become a key issue for the development of e-commerce platforms. In this study, a total of 531 valid questionnaires were collected using a Likert scale, and nine factors were selected to analyze the degree of their influence on consumers’ choice of community group-buying e-commerce platforms. The results of the study show that logistics service reliability, pickup point facilities and product quality have a greater degree of influence on consumers’ willingness to choose, while the credibility of review information does not have a significant impact on consumers’ willingness to choose. With the results, the study will propose specific Suggestions from four perspectives: state regulation, platform operation, merchant cooperation and consumers to promote the sustainable development of the community group-buying industry.