Research On The Users’ Behavior Of Online Group-buying

Online group-buying sprang up like mushrooms as a new consumption model in2010, andcaused a rapid upsurge all over the world. In domestic, online group-buying had formed the “1000group war” situation within half a year. However, the development of network group-buying isrelatively unstable and is lacking in standard operation and regulation both at home and abroad. Thisstudy aims to provide theoretical support for users’ behavior and group-buying analysis, and improveusers’ initiative and bargaining power. This thesis is able to guide for network sites, improve servicequality and increase economic benefits. At same time, group-buying sites can enhance their owncompetitiveness in the fierce competition.This thesis analyzes the research status of the group-buying at home and abroad to furtherunderstand the current research progress and hot spots in the online group-buying. Groupon model,which is the best model of all at abroad, is investigated and analyzed. Four web sites are selected fromthe group buying sites in domestic and are comparatively analyzed to better understand the sitecharacteristics and find the existing problems of the sites. Using the questionnaire, we carry out thedetailed mathematical statistical analysis including217pieces of questionnaires. The inquiry is toinvestigate the basic information of the group-buying, and summarize the users’ behavior andpsychological features in the online group-buying, which can demonstrate the psychological factorsrestricting the users’ online group-buying. Through the LIKERT and based upon the factor analysis,four factors that affect the users’ behavior have been explored. At last, the thesis makes somesuggestions for the development of online group-buying, and looks into the follow-up study.Through the study in this thesis, it is certain that the online group-buying has the tremendousdevelopment space and competitive advantages, and it will enhance our understanding of users’behaviors to better meet their needs, which can improve the user experiences as well.