Research On Influencing Factors Of Consumers’ Online Group Buying Participating Intention

Online group buying in China started more than two years, which quickly spread tomajor cities across the country, as many consumers seeking a modern, fashionable way toshop. Facing fierce competition of the market of online group buying, who can attract theparticipation of more consumers will be able to remain invincible. Therefore, how to grasp thekey influencing factors of consumer participating online group buying and use appropriatemarketing strategies to increase consumer participation is a major issue concerned by themerchants and online group buying website.This paper combined the theories of consumer behavior at domestic and abroad, makingthe comsumers who have participate online group buying as the research object, using theway including qualitative and quantitative research, exploring the influencing factors ofconsumers’ online group buying participating intention. First, by reviewing the relevantresearch, we determined influencing factors of consumers’ online group buying participatingintention and made relevant research assumptions on the basis of exploratory qualitativeresearch; second, we collected the first hand data by the way of questionnaire survey andmade statistics analysis to the surveye data, and tested of influencing factors of consumers’online group buying participating intention model and the hypotheses,and discuss the thestudy results; Finally, according to the results of empirical analysis of the conclusions,wesubmited the conclusion of this rearch, marketing enlightenments and shortages of theresearch and prospect ed the direction of future research.This study concluded that the influencing factors of consumers’ online group buyingparticipating intention including the perceived playfulness, subjective norm and，which havepositive impact on the consumers’ online group buying participating intention, and perceivedease of use perceived usefulness has positive impact on perceived playfulness and peiceivesusefulness. By the variance analysis, we found that product category and education level havesignificant differences to varying degrees in perceived low price and perceived playfulness.Bythe multiple-group analysis, we found that restaurant foods and other categories havesignificant differences in the structural model coefficients, and student group’s perceived lowprice impact on consumers’ online group buying participating intention is greater than thecorporate white-collar groups. We advise managers to focus on improving the group buyingplayfulness, making consumers’ group buying have more interests; rendering the groupbuying’s populatrty, making the consumers’ group buying have more fashion; rendering the group buying’s populatrty, making the consumers’ group buying have more fashion;highlighting the group buying’s low price, making the consumers’ group buying have morediscount; segementing market of online group buying, making the marketing more pertinence.