信息资源管理学报2023，Vol.13Issue(3)：39-60,22.DOI:10.13365/j.jirm.2023.03.039
平台经济反垄断对社区团购用户不持续使用意愿的影响:基于感知价格和期望不一致的视角
The Effect of the Anti-monopoly of Platform Economy on Community Group-buying Users'Discontinuance Intention:A Perspective of Perceived Price and Disconfir-mation
摘要
Abstract
Against the backdrop of the anti-monopoly of platform economy,community group-buying plat-forms are no longer able to dump goods at low prices or provide high subsidies to attract users.Will online users continue to use community group-buying?From the perspective of perceived price and disconfirmation,this study constructs a theoretical model of users'community group-buying discontinuance intention influenced by the anti-monopoly of platform economy and uses PLS-SEM to analyze data from 542 valid users.It is found that,as a result of the anti-monopoly effect of platform economy,an increase in perceived price leads to product quality disconfirmation and service quality disconfirmation,thus increasing dissatisfaction,which positively affects discontinuance intention.In addition,for users with high price sensitivity,the increase in perceived price leads to greater product quality disconfirmation,but not to greater service quality disconfir-mation.This study enriches and expands the research on online users'discontinuance intention,expectation-disconfirmation theory,and platform governance,which provides useful suggestions for platform merchants,managers,and regulators.关键词
平台经济反垄断/平台治理/期望不一致理论/不持续使用意愿/社区团购Key words
Anti-monopoly of platform economy/Platform governance/Expectation-disconfirmation theo-ry/Discontinuance intention/Community group-buying分类
社会科学引用本文复制引用
刘启华,彭思婕,许立扬,周婧怡..平台经济反垄断对社区团购用户不持续使用意愿的影响:基于感知价格和期望不一致的视角[J].信息资源管理学报,2023,13(3):39-60,22.基金项目
本研究系教育部人文社会科学规划基金项目"旅游直播线上参与对线下出游意愿的双刃剑效应研究:基于沉浸体验的视角"(22YJA630055)、海南省自然科学基金项目"不同推荐方式对在线消费者网购行为决策的影响效应与神经机制"(720RC572)和海南省研究生创新科研课题"旅游直播沉浸体验对游客出游意愿的双重影响"(Qhyb2022-16)的研究成果之一. （22YJA630055）
