Chinese Coupon Sites Of Consumer Behavior Research

In 1998, the online group-buying turned up. Since the Groupon has been established at the end of 2008, the online group-buying has become in a vogue. In 2010, by imitating the model of Groupon, many group-buying websites has appeared in China. By the end of 2010, there are over 2,000 group-buying websites. The online group buying is becoming very popular. But as an emerging thing, the research about it is still very limited. Outside China, the research mostly focuses on the theory study. And in China, the research often pays attention on the analysis and prediction in a macro level. Thus, it is very necessary to have a systematic research on this topic.This paper mainly studies the consumer behavior of the online group-buying consumers. First of all, the paper mentions the current situation of the online group buying in China and makes the definition of the online group buying. Then, the paper summarizes the research results about the online group buying. It finds that the foreign research usually does the theory study. They prove that the online group-buying can bring benefits for consumers, sellers and websites. They also build some optimized model for the online group buying. In China, the research results often analyze the online group-buying models. Some of them summarize the feature of the online group buying. They indicate the current problems of the group-buying websites and give some advice for the future development. In terms of research on consumers’ behavior, most of the results concern about the online group-buying consumers instead of the consumers of the group-buying websites. Therefore, this paper does some research on the consumers’behavior of the online group-buying websites. The third part states the research methodology of this paper. And the fourth part analyzes the specific data. It uses the data of a typical Chinese group-buying website-XXtuan.com to analyze the correlation between the goods’feature and the sales volume. The results show that the influence of the goods" feature to sales volume is different in different types of goods. And the online time, unit price and discount rate can’t explain the change of the sales volume. There are other important factors which can affect sales volume of the goods. Thus, the paper uses the interview method to do the analysis further. It chooses 30 net citizens with different backgrounds to do the interview. Through the interview, it collects the consumers’ideas about their attitude to the online group buying and the influential factors which can affect their buying behavior. And according to the interview results, we find that there are many factors that can impact on the consumers’behavior such as the goods’feature, security and convenience of the websites and other environmental factors. In the final part, the paper gives some marketing strategies based on the analysis above. Beyond that, it points out the shortage of this paper and the further research direction in the future for other scholars.