| Since1990s, along with the popularization and development of the Internet, human lifestyles and consumption habits have undergone tremendous champ. As a new kind of business model, e-commerce has been developing rapidly and new, technologies and business model emerged. It not only provides business enterprises, but also convenient shopping style and more benefit for consumers. Online group-buying is such a kind of business model that collected common needs of consumers scattered in different regions together through network platform, to reach a large number of purchase, thereby mcreasmg me bargaining power of consumers, and get more price discounts and better conditions. This model integrates third-part website, enterprise and consumers through Internet, innovate business model and reaches a tripartite win-win situation.In2008, online group-buying website named Groupon established and run social online group-buying services in America. It has developing rapidly and got success in short term and evoked group-buying wave on global scale. In China, since the first online group-buying website Meituan imitating Groupon established in March2010, the number of online group-buying website grew rapidly and enterprises explored new profitable ways, and consumers also adapted to this kind of shopping style. With the tremendous development of online group-buying market, competition within websites became more and more fierce and new poblems also emerged. For online group-buying websites, how to stand out and get competitive advantage in this market is an important issue. The success of business depends on consumers’ need and acceptance. Therefore how to attract more consumers and meet their needs become key issue which involved with survival and development of online group-buying websites.Due to Chinese online group-buying market is still at the developing stage, studies on online group-buying just started and related results are not so much. Previous studies have focused on the characteristics, business model, operating mechanisms and profit model. Relatively there are much qualitative research and less quantitative research. In particular, there are few research results in formation mechanism of online group-buying from the point of view of consumer. In this context, combinating realitive problems of Chinese online group-buying, it is necessary to explore consumers’ purchasing intention and analyse related influencing factors and internal mechanism. Studies on the issue have not only therotical significance but also practical contribution. This study first analysed formation mechcanism of online group-buying on the basis of absorbing and learning existing research conclusions. Secondly, it refined the key factors affecting consumers’purchasing intention, including demand externality, price perception, trust, and personal characteristics, and constructed therotical model of affecting factors for consumer online group-buying intention. Thirdly it testified this therotical model by the way of empirical study, and drew related conclusions.This study defined "consumers with online group-buying experiences" as respondents and applied sample survey method.506valid questionnaires are collected and data are analysed using SPSS17.0and AMOS17.0statistical tools and related research hypothesis are tested. The following conclusions were obtained:the effect of demand externality has direct affection on the formation mechcanism of online group-buying; demand externality affects consumer’s online group-buying intention significantly through price perception and trust; both price perception and trust are indirect affectiong factors affecting consumers’ online group-buying intention; there are difference in path coefficients and influencing strength of affecting factors when consumers buy different goods and services by online group-buying; consumers’ demongraphic characteristics and online shopping experience have significant affection on their online group-buying intention. According to the above conclusion, related marketing suggestions are proposed. This study contributed in both theory and practice. In theory, it further reviewed the formation mechanism of online group-buying from the perspective of consumers. In practice, it provides some operational suggestions in marketing and management for online group-buying websites.
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