A Emp Irical Study On The Influencing Factors Of Online Group Buying Consumer Purchase Behavior

Group buying as a new way of Internet consumption is developing rapidly. By2010December, the domestic network group buying total sales quickly rose to8.86billion RMB. Group buying website number broke through1200. Internet users reached161million, and by2011March group buying website has got up to more than3000, group buying consumer reached200million. As a new type of e-business, online group buying not only has the characteristics of e-commerce, but also has its own characteristics. This research based on the analysis of present online group buying development situation, using the questionnaire and statistical analysis, study which factors influence consumer behavior of group buying, how consumers can reduce transaction costs and risks to achieve maximum utility in the electronic commerce environment,.The research base on the perceived value theory, combined with the characteristics of the online group buying, put forward perceived quality, perceived benefits, manufacturer brand, group buying website brand, perceived risk as the influencing factors of online group buying consumer purchase behavior, build up the research hypothesis of the impact that these factors have on the online group buying consumer behavior.In this research, multivariate linear regression analysis method is used to analyze and validate the presented research hypothesis, using the dada from the questionnaire survey of286customers. Through the data analyzing, this research draws the following conclusions:1. perceived price benefit and perceived convenience is main content of consumer perceived benefits. This two factors has significantly positive correlation with the perceived benefits.2. perceived quality, perceived benefits, manufacturer brand, group buying website brand, perceived risk have a significant impact on the online group buying consumers purchase behavior. The perceived quality, perceived benefits, manufacturer brand, and group buying website brand have Positive correlation with the online group buying consumers purchase behavior, and perceived risk has a negative effect on the online group buying consumer purchase behavior.