A Study on the Effects of Community Group Buying Perceived Group Leader Characteristics on Consumer Purchase Intention -Focused on Wechat Community Group Buying-

Since COVID-19, community group buying has been welcomed by consumers, and a new online shopping trend has been formed, which has led to influencing the online shopping market. Community group buying is a form of online group shopping carried out by the head of a group in the community where he lives through his personal social relationships. The group leader has very important decision-making power in community group buying. Therefore, this study aims to empirically investigate the influence factors of consumer perception of the leader