How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association

Xiang Si
{"title":"How Group Leaders Build Stable Community Buying Groups: A Perspective Based on the Differential Mode of Association","authors":"Xiang Si","doi":"10.1051/shsconf/202418101032","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":438466,"journal":{"name":"SHS Web of Conferences","volume":"40 4","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"SHS Web of Conferences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1051/shsconf/202418101032","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

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.
团长如何建立稳定的社区购买团:基于差异关联模式的视角
自 2016 年以来,社区团购在中国得到了长足发展,这主要得益于其高效的物流、供应链、低廉的价格和便利性。在 COVID-19 大流行期间,这种模式因其在满足日常需求的同时最大限度地减少人与人之间的接触而得到进一步推广。这种商业模式的一个关键组成部分是 "团长"--社区中有影响力的个人,负责管理团购活动,包括订单收集、供应商联络和货物配送。他们的主要任务是组建并维持一个可靠的社区团购联盟,这项任务要求他们具备出色的组织能力和人际交往能力。本文从差异化联合模式的视角对这一现象进行了研究,差异化联合模式是解释中国传统社会人际关系的一个理论模型。研究表明,团购领导者通过与消费者的定期互动,能够改变自己的社会网络地位,提高影响力,了解消费者需求,提供满意服务,增强信任,从而将消费者转化为忠实的团购参与者。这种转变不仅为团购活动带来了稳定性,也增强了团长的社区影响力,从而促进了社区团购的发展。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信