A study on the consumption behavior of community group buying leaders in selling agricultural products—From a biomechanical perspective

Article ID: 896

Abstract

This article explores how group leaders in community group buying influence consumer behavior regarding agricultural product purchases, analyzing their psychological motivations and relational mechanisms. The concept of biomechanics offers a novel and illuminating perspective to understand this phenomenon. First, the article defines the role and functions of community group leaders in promoting agricultural products. It examines the leaders’ promotional actions and behaviors as research subjects, selecting representative traits to analyze their specific effects on consumers’ decisions to purchase agricultural products endorsed by these leaders. Combining qualitative and quantitative research methods, the study conducts field interviews and surveys among community group buying users. The Theory of Planned Behavior (TPB) model is employed to test hypotheses, SPSS software is utilized for descriptive statistical analysis and reliability and validity testing, and AMOS software is used to construct a structural equation model to investigate consumer behavior in purchasing agricultural products promoted by group leaders. In summary, this study aims to unravel the mechanisms underlying consumers’ purchasing behaviors of products promoted by group leaders. From a biomechanical perspective, the linguistic and behavioral promotions of group leaders act as powerful stimuli. Their words and actions can be seen as biomechanical signals, much like the chemical signals insects use to communicate. For instance, a leader vividly describing the taste and texture of a freshly harvested fruit is equivalent to a bee releasing a pheromone trail to guide its fellows to a food source. By analyzing how these promotional actions shape consumers’ perceptions and expectations of agricultural products, we can draw parallels to how organisms respond to environmental cues. This study thus highlights the opportunities and challenges of group leader-led agricultural product promotion compared to traditional sales models, similar to comparing a newly evolved survival strategy in nature with an established one. Furthermore, in terms of energy efficiency and resource management, just as organisms have evolved to optimize their energy use, community group leaders must also streamline their operations. They need to balance the energy expended in promotion, coordination with suppliers, and logistics, similar to how a migrating animal conserves energy during its journey. By efficiently allocating resources, they can enhance the overall success of agricultural product promotion within the community, creating a sustainable model that benefits both consumers and the local agricultural economy, all while being inspired by the principles of biomechanics.