This comprehensive analysis, framed within the Expectation Confirmation Model (ECM) and Information System Continuance (ISC) Model, seeks to unveil the intricate relationship between consumer trust in platforms and the continuance willingness to use Community Group Buying (CGB). By exploring the dynamics of trust as a pivotal factor, the study addresses the question of whether consumer trust significantly influences the ongoing commitment to CGB. Employing a mixed-methods approach, including quantitative surveys and qualitative insights, the research provides a nuanced understanding of the nuanced factors shaping consumer loyalty. The findings not only contribute to the specific understanding of trust in CGB but also offer valuable insights for practitioners and policymakers aiming to cultivate sustained user engagement in the dynamic realm of group buying.
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