Decsion-Making And Evaluating System Of Collaborative Group-Buying In Virtual Community From The View Of Experiences

With the development of electronic commerce, network consumers have generally formed the purchasing decision mode:the information collection→the product selection and the purchase decision→the post-purchase evaluation. In the times of WEB2.0and the mobile internet, the community tide is coming, and the social media technology and applications are becoming more popular, making guests purchase easily. The online group-buying emerges as the era required, enhancing the purchase experience of consumers in the group-buying in the full range through the social collaboration and interaction. As the demand of social collaboration and interaction has been increasing, the group-buying of virtual communities emerged as the times require, which is the product of the group-buying development at a certain stage, and the combination mode of new e-commerce and internet community development. The group-buying grafting the virtual communities has become the development trend of the group-buying business model.The group-buying has its own characteristics as a special kind of the collaborative purchasing pattern. It has not only traits of the collaborative purchase that pursuing the social experience, the hedonic experience and the flow experience, but also the obvious pursuit of the utilitarian experience because of it focus on the price advantage. So this study analyzes the price and decision mechanism of the group-buying from the social and collaborative perspective based on the theory of the collaborative buying and the customer experience. This study divides the operation mechanism of group-buying into three experience oriented forms based on the three facets as optimal pricing, demand aggregation and the full experience.Firstly, based on the most original pragmatic experience in the online group-buying community, the paper made a detailed discussion of the cooperative pricing mechanism of group-buying oriented by the pragmatic experience, and modified the pricing model of group-buying to some extent by considering the accelerating effect of social collaboration. The collaborative pricing model of group-buying commodity is put forward based on the fixed price mechanism, and the pricing strategy of group-buying is studied. This paper finds that there are three major factors that influence on pricing:collaborative accelerating factor, commodity supply and the elasticity coefficient of demands, and then divides the collaborative pricing into two phases.Secondly, with the development and evolution of group-buying mode, there is more emphasis on social media of the virtual community, and group-buying members started to stress on the social experience, and gradually strengthened the collaborative social interaction during the purchasing process, and they also formed fast and effective aggregation of demand, and pursued the social experience and the hedonic experience at the same time with the carrier of the social collaboration and the interaction. So we must analyze the demand aggregation mechanism in the operation process of group-buying from the point of the social media and collaboration. The paper has a quantitative analysis of the effect mechanism of the collaborative acceleration factor, opinion leaders and the community scale on the demand aggregation by estimating the aggregation model of demand based on the opinion collaboration. The experimental results show that the ascension of opinion leaders and the collaborative acceleration factor can make the effect and the efficiency of the demand aggregation multiplied. When the leaders are too less, it will be hard to form the effective demand aggregation within a reasonable time. The community scale has little influence on the demand aggregation effect, while it has great influence on the stability of the community and the brand effect of the community.Thirdly, with the evolution of group-buying, community members pay growing attention on the available experience as they focus on the utilitarian experience, social experience and hedonic experience at the same time, which means they prefer to the navigation and other help during their community activities, and focus on the simplification and friendly usage of community functions. The available experience reflects the friendliness and humanity of the community platform. With the addition of the available experience, it forms the full experience model of the four elements of the pragmatic experience, the social experience, the hedonic experience and the usability experience. The paper puts forward to the development strategy ofgroup-buying with four mutual elements based on the factor analysis and the regression analysis onabout the full experience model of the four elements, which the platform should have a reasonable layout of the cultivation step of the group-buying of virtual community experience, and implement the development strategy of community experience with the core of the social experience, and implement the customer relationship management strategy with the core of the usability experience, and implement the product innovation strategy with the core of the pragmatic experience, and implement the brand strategy with the core of hedonic experience, then form the positive interaction by combining the four strategies organically.Finally, from the individual and interactive perspective, this paper sums up the community integration of virtual community individual members and the value of the virtual community, and constructs a perfect evaluation system in order to provide good customer experiences to the group-buyingmembers. The fourth part of this study clears up the optimal pricing strategy of group-buyingthen improve the pragmatic experience of group-buying, and optimize the demand aggregation mechanism of group-buying, then improve the social experience and the hedonic experience, and constructs the strategy model of four mutual element experiences to further strengthen the cooperative interaction mechanism of full experience with improving the usability experience at the same time. These all have far-reaching practical sense of the development of group-buying, and build the development of group-buying in the future. The strategies achieve a win-win of businesses and consumers, and contribute to enhance community cohesion and the aggregation efficiency, and continually promote the development of group-buying, platform construction and innovation of business mode.