社区团购团长经营绩效提升路径研究

——基于组态分析视角

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关键词：社区团购；团长经营绩效；社会网络-产品推荐-配送模式组态；fsQCA方法中图分类号：F724.6文献标识码：A D0I：10.7535/j.issn.1671-1653.2026.02.005

Abstract： Community group buying is a new retail model realized through the relationship between community residents and group leaders. As the core figure in community group buying，the business performance of group leaders directly affects the development of community group buying. Based on the theories of information asymmetry and complementary mechanisms，from the perspective of configuration analysis，the fsQCA method was used to analyze 46 community group-buying leader sales examples， exploring the impact of the "social network - product recommendation -delivery mode" configuration on the business performance of group-buying leaders under different group-buying models，and revealing effective pathways to enhance leader performance. The study finds that business performance for platform model group leaders： " high number of participating purchasing friends ∗ high quality of recommended products ∗ high number of products delivered to home"，and business performance for large group model group leaders： " high quality of recommended products ∗ high quantity of recommended products ∗ high number of WeChat group friends ∗ high number of products delivered to home"，"high quality of recommended products number of WeChat group friends ∗ high number of participating purchasing friends ∗ high quantity of recommended products"，and " high quality of recommended products ∗ high number of WeChat group friends ∗ high number of participating purchasing friends ∗ high number of products delivered to home". There are also differences in the configurational paths that result in non-high performance in the two models. The research results provide a reference for improving the business performance of community group buying leaders.

Keywords： community group buying；group leader's business performance； social networkproduct recommendation -distribution model configuration; fsQCA method

一、引言

社区团购自2016年兴起，通过线上线下相结合的方式提升了消费者的购物体验，成为一种新兴的社交电商模式，目前已经从一二线城市渗透到三四线城市。（剩余13961字）