Research On The Website Loyalty Of Online Group Buying Consumer

Group-buying websites were set up in the late 1990 s when companies start to explore the unquie internet business law, and it steped in rapid develop period in 2008 after it had gone through the low of the internet bubble.Now online group buying has become the mainstream business model, but the competition between group-buying websites is fierce,It is very difficult for group buying websites to keep customers by low price.Therefore it is essential to study the factors impacting the online group buying consumers website loyalty, and the formation mechanism of the online group buying consumers website loyalty. Website loyalty is the store loyalty extened to the internet, the traditional consumer behavior theory still can explain and analysis the consumers’ website loyalty.However, the consumer loyalty under internet is different from the offline environment due to the internet efficient information tramiting, the interactive of internet and other reasons, so it is need to explore the particular factors.The existing study of online group buying consumers behavior mainly focus on the intention of online group buying consumers, the study of online group buying consumers website loyalty is relatively less, and the study about the online group buying consumer is principal concentrate upon the repurchase intention of online group buying consumers, the comprehensive study of online group buying consumer is lack. Otherwiswe,the study of online group buying consumers webstie loyalty is based on the perspective of utility, that is to study the utilitarian factors which affecting the online group buying consumers’ loyalty from the utility maximization of consumer,and this has ignored the hedonic factors. The products that online group buying consumer has bought are not only utilitarian products, but also hedonic products, so the influence of hedonic factors can not be ignored.The study has intergrated the utility and hedonic view based on the arranging consumer behavior theory from utility and hedonic, and discuss online the group buying consumer loyalty from the holistic experience perspective. The frame of research is S-OR in environmental psychology, and the theoretical foundation is Howard and sheth’s buyer behavior theory under the utility and Holbrook’s C-E-V theory under the hedonic. The study had build the research model based on this theoretical foundation and proposed the hypothesis, and then collected the information by the questionnaire, at last test the hypothesis according to the statistical analysis of collected material. The online research on the group buying consumer loyalty includes the following contents:1.Comprehensive study the factors affecting the online group buying consumer website loyalty from the holistic experience view and following the logic of the holistic experience of online group buying consumer-the holistic experience value which the group buying online consumer has got-the goup buying consumer website loyalty. And the research result has show that the cognitive experienced value and hedonic experienced value are both positive significant affecting consumer website loyalty.2. Study the chained mediating role of emotion and hedonic experienced value between the cognitive experienced value and attidudinal group buying website loyalty.The research has found the partially mediated role of emotion and hedonic experienced value between the cognitive experienced value and attidudinal group buying website loyalty.That is cognitive experienced value influce the hedonic experience value positive significant through the arousal,one vector of emotion,the hedonic experienced value influencev attidudinal group buying website loyalty positive significant.3.Study the adjusting role of utility and hedonic product,the cognitive time pressure and the normative conformity cognition to the viarable of research model.The result of empirical analysis show that the type of product partly adjusting the relationship between the cognitive experience value and emotion,comparing to utility product, the cognitive experience value affect arousal weakly when consumer buy hedonic products.The type of product also adjust the relationship between pleasure and hedonic experience value,that is pleasure can affect hedonic experience value more,comparing to utility products.The result of the research on the adjusting function of the cognitive time pressure indicate that the cognitive time pressure level adjust the relationship of cognitive experience value and arousal,arousal and hedonic value,the hedonic value and attitudinal website loyalty.Besides that,study the adjusting function of the normative conformity cognition also,the consequence is the normative conformity cognition has no adjusting affect on the variables of research model.Although this paper has comprehensive study the factors affecting the online group buying consumer website loyalty and in-depth explore the formation mechanism of group buying online consumer website, but it is need to improve and study in-depth in the sample size, the reliability and validity of scale, the integrity of consumer process and the social factors which affecting the group buying online consumer website loyalty.