Company Under The Mode Of Consumer Buying Behavior Empirical Research On Perceived Risk

This research is going to understand the consumer behavior under the situation of Groupon mode group purchace by perceived risk theory, which is introduced from psycology field to marketing field60years ago.In short3years, Groupon mode group purchase has already been a popular and regular pattern of cunsumption. But because of the immature of this industry and lack of relevant laws and regulations, consumer encountered various problems, experienced a lot of unhappiness during the purchace. Some of them tried this new pattern once and step back or stop.The research firstly sort out the history of Groupon mode, characteristics and development in China by data collection and collation. Then through the empirical research of white-collar workers and college students in Beijing and Shanghai, to understanding the consumer resk percept ion, and strategies to reduce perceived risk. And to verify and improve perceived risk theory in the new consumption mode, understanding consumer purchase behavior in the decision making process comprehensively, supplement and perfect the research about electronic commerce mode. Meanwhile to help the group purchase website operators understand consumer better and give them the perfect service. Allocate the resources reasonablely, improve the utilization rate of them, and attract more consumers to try the new pattern of group purchase.