The Empirical Study Of Consumer Group Purchase Intention Influence Factors In O&O Mode

In2008, Groupon with its simple direct profit pattern in the global scope about in a share network group purchase of panic. Network group purchase, just as its name implies is to point to with the Internet, it will be on the basis of the same purchase intention of consumers together, through the increase of commodity purchase quantity to improve to the businessman bargaining power, to get the best price to buy goods purpose. Thus it can be seen, in the Internet, supported by website for portal, price for the advantage, based on the group for power network is the key of the group purchase. And in the Chinese market, the development of electronic commerce, the number of Internet users is increasing rapidly, the numerous consumer population, per capita disposable income level limit, can say, China’s consumer market to provide the network group purchase, geographical and climate, natural advantages, and therefore, China’s Internet market has the most rapid ChuangYeChao.Group purchase activity is not market whim, in China, the1990s appeared the mass organizations, but because the traditional way to trade by the time, place, information dissemination channels can limit factors, resulting in group acquisitions no large-scale developed, and in recent years, due to the development of the Internet technology, electronic commerce is more and more popular, have broken the traditional transaction model of limit, the consumer can at any time anywhere browse are required for any information, can even through the community by way of group purchase a commodity. So, in order to Groupon as a representative of "Internet users save money, business famous, website smoke into" network group purchase pattern once appear, quickly captured consumers and businessmen’s psychological needs, its development speed fast, it is not surprising.This paper intercepting network group purchase of a model-O&O mode, namely the Online and Offline, there will be Offline business opportunities and Internet combined, let the Internet become Offline trade foreground. O&O mode is still rely on the Internet, the web site as a commodity exhibition portal, its characteristic is:O&O mode through the LanKe group, in the bargain division lead bottom, the bargaining, on-site reach the cooperation intention, offline enjoy products and services. O&O mode is mainly used in car, house, home building materials industry consumer goods, these goods general value is bigger, online payment existence a lot of risk, the scene the transaction can effectively reduce the consumers’ perceived risk. Virtual network and organic combination of reality, and promote the continuous development of the O&O group purchase.This paper is divided into six parts to expansion.The first part briefly introduces the background,statement of problem, the theoretical study and practical significance, contents, methods and ideas, and the innovations and deficiencies.The second part systematically introduces all things in this paper relates to the whole theoretical basis--the technology acceptance model, perceived risk theory, consumer behavior theory, as well as the research status which the domestic and foreign experts and scholars investigated.Finally,we collated and commentated the existing theories, in order to clear the Contribution and deficiency of the existing literatur, constructing the framework of footingThe third part proposed all sorts of hypotheses, we defined and elaborated variables invoveld in the hypothesis, and built the research framework on the basis of the hypothesis.The fourth part is the empirical analysis method, through the design, delivery and recycling the questionnaire, using SPSS data analysis software to test the reliability and validity of the recoverying data, as well as the research hypotheses. We extracted the key factors of the study framework for effects of consumer involvement in O&O group purchase mode.The fifth part is a form of a flowchart showing the O&O group purchase activities of home furnishing building materials industry, the process of the group purchase and it is represented by the node and extract the key factor of the fourth parts to put back into the group purchase process activity in each node,we put forward some practical suggestions and comments on Home furnishing building materials industry development mode of O&O group purchase activities based on it.The sixth part systematically expounded the contributions and prospects of the study, puts forward the future research direction based on restricted.The article based on the technology acceptance model, In home furnishing building materials industry group purchase perspective. Combined with the perceived risk theory, consumer behavior theory, constructing the effects of consumer involvement in O&O group purchase intention research framework. Through the empirical investigation and analysis, we extracted important factor, O&O group purchase mode to process said, with the empirical result.According to flow of each node,we put forward some constructive suggestions for he group purchase sites and businesses, in the hope of makeing pygmyish efforts for the development of group purchase market.