Research On The Relationship Between The Way To Offer Commodities Of Online Group-Buying And Attraction To Consumers

In recent years, online group-buying has grown rapidly in China, and is increasingly becoming an important behavior of consumers. But online group-buying is very underdeveloped at the moment. In order to attract more consumers, group-buying websites have to consider what methods to use to offer their commodities.This paper first analyzed the development situation and characteristics of online group-buying. Three essentials for launch of commodities were summarized, first the information description of online group-buying, then system quality of the website, and finally service quality of online group-buying. Based on TAM, a model was constructed to measure the influence of methods of launching commodities upon consumer attitudes and intention. To test the model proposed before, questionnaire survey and regression analysis method was adopted in this study. According to the statistical analysis result of the data provided by the questionnaire, information quality and service quality of online group-buying are two decisive factors to produce attraction to consumers, and system quality of website has no significant effect on the attraction.Based on the study results, some suggestions were put forward for group-buying websites to attract more consumers. They must set a high value on information quality and service quality, and innovation in system quality of website should also be noticed.