Research On Influence Factors On Which Online Group Buying Affects College Student’s Consume Behavior

After years of development, the Internet has infiltrated into all spheres of life of people. People have increasingly strong dependence on the network, and network is unknowingly changing the living conditions and lifestyles of today’s consumers. With the rapid development of e-commerce, network group-buying has gradually developed into a new mode of electronic commerce model. Currently market development of college student network group buying limits, with the rising number of university students in China, student consumer groups within the field of consumer research is increasingly more prominent, the potential is huge. As the strength of young Chinese consumer market, network group buying will become a new shopping way, has important implications for improving college students’ learning and way of life.On the basis of concern Consumption of Students and understand the current situation of the consumer behavior of college students, I studied the four factors which affects consumer behavior of college students network group buying, they were as follows:(1)Students’ personal factors on network group buying. Students’ personal factors includes demographic variables and college students shopping guide. The assumptions were:Students’ demographic characteristics have a significant effect on network group buying; Students’ shopping-oriented have a significant effect on network group buying.(2) Product factors on network group buying. The assumptions were: In this study, the product of factors from the product category, price, function, appearance, brand awareness, five aspects to measure. Category have a significant effect on network group buying; product characteristics have a significant effect on network group buying.(3)Network or business honesty factors have a significant effect of network group buying. This website or business honesty factor from network security, service, and false information three aspects to elaborate.(4)Logistics factors have a significant effect of network group buying. Logistics and distribution factors from the three aspects of the logistics speed, service, attitude and logistics status to analyze.Based on this, I study the relevant knowledge through systematic analysis of college student network group buying, the design of the questionnaire to conduct field research, will use the statistics and regression analysis to analyze results, to conduct an objective study of the specific circumstances of consumer behavior of college students network group buying, obtain empirical results, and explore reasonable proposals to expand the college students network group buying market for these conclusions.