RESEARCH ON THE IMPACT OF COMMUNITY GROUP BUYING SERVICE QUALITY ON CONSUMERS’ WILLINGNESS TO PURCHASE AGRICULTURAL PRODUCTS

Community group buying is a new retail model that combines mobile social interaction with online group purchasing. It has emerged for a short period, and there is insufficient theoretical research on it. This paper takes the consumer groups who have used community group buying or have potential consumption intentions as the research objects. Based on the SOR (Stimulus-Organism-Response) theory, it constructs an influence model of community group-buying service quality on consumers' willingness to purchase agricultural products. We use SPSS 25.0 and AMOS 25.0 software for data analysis and hypothesis verification. The conclusion is drawn that community group-buying service quality has a positive impact on consumers' purchase intention; consumer trust plays a mediating role between community group-buying service quality and the willingness to purchase agricultural products.