Factors Influencing Discontinuance Intention of Community Group Buying Against the Backdrop of Antimonopoly Policy for the Platform Economy

During COVID-19, community group buying, a new mobile social business application, has increased rapidly. However, this phenomenon led to low-price dumping in China, so an antimonopoly policy for the platform economy was issued. Will this situation affect the use intention of community group buying users? This paper extends expectation-disconfirmation theory by investigating the effects of perceived price on users’ discontinuous use intention against the backdrop of antimonopoly policy. A total of 542 valid responses were collected from community group buying users, and partial least squares structural equation modeling (PLS-SEM) was employed. Perceived price increases product quality disconfirmation and service quality disconfirmation, thus increasing dissatisfaction and decreasing use intention. Furthermore, users with high price sensitivity exhibit greater product quality disconfirmation, but price sensitivity does not moderate the impact of perceived price on service quality disconfirmation. Time consciousness does not moderate the impact of perceived price on service quality disconfirmation or product quality disconfirmation. Implications of this paper are addressed.