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Based on social identity theory and emotional infection theory, this paper explores the influence and mechanism of online group purchasing behavior

In: Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

Author

Listed:
  • Jinhua Sun

    (Chongqing University of Technology, School of Management)

  • Qingyang Li

    (Chongqing University of Technology, School of Management)

  • Hu Jian

    (Chongqing University of Technology, School of Management)

Abstract

With the popularization of China's Internet and the change of consumers’ shopping habits, a large number of group purchasing events have emerged on the e-commerce platforms, which has drawn close attention from the academic community. In order to reveal the occurrence of events to study such issues, this paper from the common perspective of social identity theory and emotional infection theory, in-depth analysis of corporate social responsibility perception on the network group purchasing behavior may have an impact, through theoretical reasoning, corporate social responsibility perception to reveal the cause of network group purchasing behavior is of great significance.

Suggested Citation

  • Jinhua Sun & Qingyang Li & Hu Jian, 2024. "Based on social identity theory and emotional infection theory, this paper explores the influence and mechanism of online group purchasing behavior," Advances in Economics, Business and Management Research, in: Radulescu Magdalena & Bootheina Majoul & Satya Narayan Singh & Abdul Rauf (ed.), Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), pages 703-708, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-459-4_79
    DOI: 10.2991/978-94-6463-459-4_79
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