This research investigates the intricacies of customer loyalty in the Digital Group Purchasing (DGP) industry, which is a fast-developing area of e-commerce. Our inquiry centers on the effect of trust on customer satisfaction and their ongoing involvement with DGP platforms, using the Expectation Confirmation Model (ECM) and the Information System Continuance (ISC) Model as the foundation. Using a combination of quantitative research using Partial Least Squares Structural Equation Modeling (PLS-SEM) and qualitative interviews, we use a mixed-methods approach to get a comprehensive understanding of the psychological foundations of trust and loyalty in a digital community setting. The results of our study emphasize the crucial importance of trust in promoting a long-term dedication to DGP platforms. We discovered that trust not only has a direct impact on consumers' intention to continue using the platform, but it also affects the relationship between perceived usefulness and satisfaction, which in turn significantly influences loyalty. These observations highlight the need of establishing a reliable atmosphere for platform operators and advertisers, underlining that trust is crucial in guaranteeing ongoing user involvement and loyalty.This work enhances our knowledge of the factors that influence customer loyalty in DGP by combining ECM and ISC models and using mixed-methods research. Our study provides practical ways for organizations operating in the DGP ecosystem to create more captivating and trust-focused methods, which will facilitate further investigations into community-driven e-commerce.
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