Research On Model Of The Factors Influencing Groupon-Shoppers' Purchase Willingness

Groupon(One deal a day) was launched as a popular way of special online shopping. As a new consumption patterns, it has become popular among netizens, affecting hundreds of millions of Internet users living in China.The current development for China Groupon has not reached a situation stable, with the prosperous atmosphere on the surface but Menace lurks everywhere indeed. Also customer consuming viewpoint of value has already changed from after fanaticism to reasoning consuming. Therefore it is of great importance to have a better understanding of user's consumer psychology for the Groupon trade companies.At present academic papers related to consumer behavior has never focused on the current phenomenon of Groupon trade. Aiming for the complement of the research gaps, this paper tries to discuss the specific consumer behavior and decision-making model and find out the intrinsic factors associated with purchase intention of Groupon customers.First, Through research on the basic literature in Consumer Behavior and other related theory, this paper gives a summery for the influencing factors of customers' perceived value, and define the basic characteristics for Groupon users.Secondly, based on the EBM model, TRA, TPB model, a decision model for purchase intention is given, with eight hypotheses on Groupon users' perceived value. Then, with the white-collar workers and college students as research objects, a questionnaire designed required to obtain a sample of empirical data. Based on the data analysis results, the original assumptions are appropriate amendments, thus ultimately gives the user purchase decision models.Finally, proposes on promoting the development of the Groupon industry, also as a reference for future research, was given.This study suggests that the perceived value of customers decision mainly affected by the perceived benefits, perceived cost,and perceived risk,and it ultimately affect their purchase intention. The much value is perceived by the customer, the more possibility they will incline to buy. Customers always want to buy goods with the minimum cost through Groupon. Accordingly, product value is not the main focus, but the cost is. We also find that the perception of risk would be marked with a great discount of purchase value.The empirical results show the customers'perceived value is a comprehensive judgments based on the product value, cost and perceived risk. It accordingly proves that perceived value main drivers of purchase intent.