Abstract: Against the backdrop of the anti-monopoly of platform economy, community group-buying platforms are no longer able to dump goods at low prices or provide high subsidies to attract users. Will online users continue to use community group-buying? From the perspective of perceived price and disconfirmation, this study constructs a theoretical model of users’ community group-buying discontinuance intention influenced by the anti-monopoly of platform economy and uses PLS-SEM to analyze data from 542 valid users. It is found that, as a result of the anti-monopoly effect of platform economy, an increase in perceived price leads to product quality disconfirmation and service quality disconfirmation, thus increasing dissatisfaction, which positively affects discontinuance intention. In addition, for users with high price sensitivity, the increase in perceived price leads to greater product quality disconfirmation, but not to greater service quality disconfirmation. This study enriches and expands the research on online users’ discontinuance intention, expectation-disconfirmation theory, and platform governance, which provides useful suggestions for platform merchants, managers, and regulators.

Key words: Anti-monopoly of platform economy, Platform governance, Expectation-disconfirmation theory, Discontinuance intention, Community group-buying