A Study On The Effect Of Group-buying Consumer Perception To Purchase Decision Under Different Price Discount And Time Pressure

With the rapid development of E-commerce industry, group-buying as a new way of online shopping came to being. In recent years, the domestic group-buying industry has been developed rapidly. The number of group-buying site has risen to more than3000. All of these have greatly helped the urban people's daily lives. While as the development of industry, there are some problems coming up. Because of the low entry barriers and lack of regulation, the industry becomes homogeneity seriously. There are vicious competition among the sites and stores and no regular law to protect consumer benefits (e.g. poor quality or after sale service), etc. The group-buying industry has become rational after the chaos expansion. The structure of this industry begins to change. In this special period, consumers are no longer blind and curious about group-buying consumption, their psychology and behavior have been changed.Since domestic research mainly focused on the phenomenon and problem analysis of group-buying industry, the paper wished to further analyze psychology and behavior of group-buying consumer at the turning point. The paper combines the group-buying characters, considering the purchase time limit and price discount of the practical situation, this study introduces the price discount and time pressure as moderating variable to model. By in-depth analyzing the relationship between each dimension of perceived value and perceived risk with purchase decision, the paper explores the customer group-buying psychology and provides reference suggestions and improvements to websites and online business.The paper draws mainly the following conclusion:1. Customer perceived value and perceived risk are higher in high price discount situation than they are in low price discount contexts. However, when analyzes each dimension of perceived risk, the result shows that except the psychological risk is not significantly different in different discount contexts, the other dimensions are higher in high price discount contexts.2. Customer perceived value and risk are significantly different in different time pressure contexts, which including the functional value, emotion value, economic risk, functional risk, social risk and time risk. Besides, the social value and psychological risk are almost the same in different time pressure contexts. 3. The relationship between customer perceived value and purchasing decision is positive, while the relationship between customer perceived risk and purchasing decision is negative.4. The effects of perceived value and perceived risk on purchasing decision are stronger in high price discount context than when in low price discount context. However, the dimension analysis shows that the effects of social value, psychological risk and time risk don't changed significantly in different contexts.5. The effects of perceived value on purchasing decision are stronger in high time pressure than when in low time pressure context. While the perceived risk is opposite. According the dimension analysis, the result shows that the positive effects of functional value and emotional value on purchasing decision are stronger in high time pressure than when in low time pressure. And the social value doesn't have significant differences; the negative effects of economic risk, functional risk on purchasing decision are weaker in high time pressure. In contrast, the negative effect of social risk is higher and psychological risk and time risk didn't have significant differences.In conclusion, the paper analyzes the effects of customer perceived value and risk on purchasing decision in different price discount and time pressure context. The results of this study indicate that websites and online business could make use of group-buying characters by setting reasonable discount and time limit to improve the customer perceived benefits and reduce the sensitivity to potential risk. They should emphasize different information of different goods to meet customer needs and achieve the stimulating consumption goal. Therefore, the paper provides strong evidence for further research subsequently and has theoretical value and practical significance to certain extent.