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Influence of Multi-Role Interactions in Community Group-Buying on Consumers’ Lock-In Purchasing Intention From a Fixed Leader Based on Role Theory and Trust Transfer Theory
Community group-buying platforms are increasingly relying on the interaction between the group-buying leader and consumers, thereby achieving the customer lock-in. In view of this, it is crucial to understand how the group-buying leader to establish a long-term transaction relationship with consumer...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9240223/ https://www.ncbi.nlm.nih.gov/pubmed/35783755 http://dx.doi.org/10.3389/fpsyg.2022.903221 |