ISSN: 2222-6990
Open access
This research investigates the intricacies of customer loyalty in the Digital Group Purchasing (DGP) industry, which is a fast-developing area of e-commerce. Our inquiry centers on the effect of trust on customer satisfaction and their ongoing involvement with DGP platforms, using the Expectation Confirmation Model (ECM) and the Information System Continuance (ISC) Model as the foundation. Using a combination of quantitative research using Partial Least Squares Structural Equation Modeling (PLS-SEM) and qualitative interviews, we use a mixed-methods approach to get a comprehensive understanding of the psychological foundations of trust and loyalty in a digital community setting. The results of our study emphasize the crucial importance of trust in promoting a long-term dedication to DGP platforms. We discovered that trust not only has a direct impact on consumers' intention to continue using the platform, but it also affects the relationship between perceived usefulness and satisfaction, which in turn significantly influences loyalty. These observations highlight the need of establishing a reliable atmosphere for platform operators and advertisers, underlining that trust is crucial in guaranteeing ongoing user involvement and loyalty.This work enhances our knowledge of the factors that influence customer loyalty in DGP by combining ECM and ISC models and using mixed-methods research. Our study provides practical ways for organizations operating in the DGP ecosystem to create more captivating and trust-focused methods, which will facilitate further investigations into community-driven e-commerce.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277-319.
Hongsuchon, T., & Li, J. (2022). Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform. Frontiers in Psychology, 13.
Jibril, A., Kwarteng, M., Chovancová, M., & Pilik, M. (2019). The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community. Cogent Business & Management, 6.
Liao, J., Wang, L., Huang, M., Yang, D., & Wei, H. (2020). The group matters: examining the effect of group characteristics in online brand communities. Asia Pacific Journal of Marketing and Logistics.
Liu, X., & Li, A. (2022). Research on Consumer Satisfaction of Community Group Purchasing Platform Based on Entropy Method. Proceedings of the 8th International Conference on Industrial and Business Engineering.
Myers, M. D. (2013). Qualitative Research in Business and Management.
Xu, X., & Hu, Z. (2022). Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective. Frontiers in Psychology, 13.
(Huimin & Segumpan, 2014)
Huimin, S., & Segumpan, R. G. (2014). Exploring the Pillars of Consumer Dedication in Digital Group Purchases: Insights from the ECM and ISC Frameworks. International Journal of Academic Research in Business and Social Sciences, 14(5), 411–417.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seenavc at: http://creativecommons.org/licences/by/4.0/legalcode