지역사회 공동구매 운영자의 특성이 소비자의 구매의도에 미치는 영향에 관한 연구 -위챗의 지역사회 공동구매를 중심으로-

Abstract

Since COVID-19, community group buying has been welcomed by consumers, and a new online shopping trend has been formed, which has led to influencing the online shopping market. Community group buying is a form of online group shopping carried out by the head of a group in the community where he lives through his personal social relationships. The group leader has very important decision-making power in community group buying. Therefore, this study aims to empirically investigate the influence factors of consumer perception of the leader