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Keywords: Active participation
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Journal Articles
Resurgence or one-hit wonder? A comparative study of consumer behavior shifts in online community group-buying from COVID-19 to post-pandemic era
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2026) 38 (4): 976–992.
Published: 04 August 2025
.... It examines four primary stimuli – perceived scarcity, price sensitivity, product variety and non-coercive social influence – and their impact on active participation in OCGB. Additionally, trust in OCGB platforms and interpersonal trust in group leaders are evaluated as determinants of further usage...
