SHS Web Conf.
Volume 181, 20242023 International Conference on Digital Economy and Business Administration (ICDEBA 2023)
|Number of page(s)
|Marketing Strategy Analysis
|17 January 2024
How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association
Research School of Economics, College of Business and Economics, Australian National University, Canberra ACT, 2601, Australia
* Corresponding author: Xiang.Si@anu.edu.au
Since 2016, community group buying has grown significantly in China, largely driven by its efficient logistics, supply chains, low prices, and convenience. This model has been further popularized during the COVID-19 pandemic due to its effectiveness in meeting daily needs while minimizing human-to-human contact. A key component of this business model are the “group leaders” - influential individuals within a community responsible for managing group buying activities, which include order collection, supplier liaison, and goods distribution. Their primary task is to form and sustain a reliable community group buying consortium, a task that demands excellent organizational and interpersonal skills. This paper examines this phenomenon using the lens of the differential mode of association, a theoretical model explaining interpersonal relationships in traditional Chinese society. The research indicates that group leaders, through regular interaction with consumers, are able to alter their social network position, increase their influence, understand consumer needs, provide satisfying services, and enhance trust, thereby transforming consumers into loyal group buying participants. This transformation not only brings stability to group buying activities but also reinforces the community influence of group leaders, thus fostering the growth of community group buying.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.