Resurgence or one-hit wonder? A comparative study of consumer behavior shifts in online community group-buying from COVID-19 to post-pandemic era

Purpose This study aims to investigate the shifting dynamics of online community group-buying (OCGB) behavior in the post-pandemic era, emphasizing key participation drivers and their transitions from the COVID-19 lockdown to the new normal. It examines four primary stimuli – perceived scarcity, price sensitivity, product variety and non-coercive social influence – and their impact on active participation in OCGB. Additionally, trust in OCGB platforms and interpersonal trust in group leaders are evaluated as determinants of further usage intention. Design/methodology/approach A comparative study was conducted using two datasets. The first dataset, collected following the COVID-19 lockdown in August 2022, includes 304 responses from Shanghai residents. The second dataset, gathered post-pandemic in May 2024, comprises 326 responses from the same region. Structural equation modeling (SEM) was applied to analyze changes in OCGB behavior across the two periods. Findings The results reveal that while perceived scarcity, price sensitivity and product variety were significant motivators during lockdowns, their influence has waned, with non-coercive influence plays a greater role in sustained participation. Trust in OCGB platforms has grown more critical than interpersonal trust, reflecting a preference for transparent and reliable digital channels. Originality/value This study provides one of the first longitudinal perspectives on OCGB behavior, exploring its evolution from the COVID-19 lockdown to the post-pandemic period. By highlighting the shifting significance of participation drivers and trust mechanisms, it contributes to the broader understanding of digital consumption habits in the transformed economy. The findings offer actionable insights for OCGB platforms to better align with changing consumer preferences, making it a valuable resource for practitioners and scholars seeking to sustain engagement in OCGB platforms in the post-pandemic digital landscape.