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Research on the Influence Mechanism of Urban Residents' Group Buying Participation Willingness in the Post-Epidemic Era—Taking Wuhan Residents as an Example

Anqi Chen


In the first half of 2020, due to the needs of epidemic prevention and control, residents 'living consumption has shifted to online solution, and community group buying has achieved a blowout development, and it has played a role in ensuring people's livelihood in a special period. Today after the outbreak of the era, the outbreak of capricious, the community group-buying again highlight value, not only cultivate the consumer online purchasing necessities consumption habits, along with the acceleration of the industry integration, also attracted more entrepreneurs and Internet giants, expanding the market scale, its development prospects to be reckoned with.


Community Group Purchase; Willingness to Participate; SOR Model; UTAUT Model; SPSS data analysis

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6585