Comparative Study Of Factors Influencing Consumers’ Purchase Willingness Of New Online Group-buying And Traditional Online Shopping

There are differences between the new online group-buying and traditional online shopping. the new online group-buying website just launches a few fashion discount goods every day every area,but the biggest discount up to70or80percents,or even lower.Consumers don’t need to look for someone around to spell group for goods,as long as land the website,they can buy the good they need.The number of Chinese new online group-buying websites increased rapidly to more than four thousand in2010. By the end of201l,the number of online group-buyers reach64.65million,annual growth rate reach244.8%.New online group-buying meets the need of consumer for the cheap commodities and fills in the market blank.So we can foresee,online group-buying will be used more widely.However,from the second half of2011,the online group-buying cooled constantly.Some users loss,there are serious homogeneity phenomenon in many group-buying websites.The service level is uneven, it is a problem for Chinaese e-commerce enterprises to stimulate consumers’buying motivation and improve consumers’purchase willingness.To stimulate consumers’online shopping,we need to further study the factors influencing the consumers’purchase willingness.At present,the contrast research on new online group-buying and traditional online shopping from consumers’ purchase willingness and influencing factors is a blank,so this comparative study has certain create meaning.The innovation points of this paper include:Firstly, applies variables based technology acceptance model and perceived risk theory to comparative study on the new online group-buying and traditional online shopping.compares the factors influencing consumers’purchase willingness of the new online group-buying and traditional online shopping. Secondly, compares the effect of factors influencing consumers’purchase willingness between the new online group-buying and traditional online shopping. Thirdly,introduces perceived risk variables to the model in this paper. After confirming the research problems,the paper searchs the related material.First of all,explains the various electronic business models and describes present development situation simply.Secondly, researches the definition and the influencing factors of online consumers’purchase willingness.Thirdly,researches application of technology acceptance model in the electronic commerce.In the end, researches the concept and dimension of perceived risk,sorting the researchment of perceived risk theory in the online shopping field. This part is the theoretical basis of paper,it lays a foundation for the establishment of the model in this paper.According to the technology acceptance model theory and perceived risk theory,this paper chooses6factors influencing consumers’ purchase willingness. According to the focus of research and the research concept model,the model studies6factors and the influence to consumers’ purchase willingness of new online group-buying and traditional online shopping.The paper designs questionnaire combining with the results of other researchers.Before the formal investigation,this paper streamlined questionnaire according to the opinions of experts and the investigators.The data analysis methods ineludes validity analysis, reliability analysis, deseriptive statistieal analysis, independent-samples T test, correlation analysis,regression analysis.Finally,the paper summarizes the conclusion,puts forward the suggestions on the new online group-buying and makes the forecast to the following research.