The Research On Network Group Purchase User Perceived Value Influence Utility

The development of online group buying was concerned much more by allwalks of life than before, since China’s first independent online group buyingplatform was built. With the new business model, online group buying wasconsidered to lead a new era of shopping in China. However, China’s onlinegroup-buying industry has not reached a stable state of development. It iseclipsed due to the phenomenon that mergers and acquisitions of largeenterprises, the collective shuffle of small and medium enterprises and so on.Considered the outstanding contribution to the successful operation of theGroupon model in USA and the initially value in the economy of our country,the paper argues that it is necessary to launch the analysis of China’s onlinegroup-buying industry based on the consumer’s point of view.In this study, we based on the theory of customer perceived value tolaunch empirical analysis of the online group-buying industry. Firstly, throughthe literature reading, we understand the establishment background of onlinegroup-buying and the formation mechanism of perceived value. Furthermore,three crisis factors were refined to measure of consumer behavior, such aspurchasing intention, customer satisfaction and customer loyalty. Secondly, thetext combined the characteristics of online group-buying and perceived valuetheory to construct the user’s perceived value model. The questionnaire wasused to finish empirical research and the software of SPSS16.0was used indata analysis. Finally, making conclusions based on the results of dataanalysis and proposing corresponding recommendations to enterprisebusinesses based on the perceived value management.Through empirical research, the conclusion was consisted of three parts.Firstly, the perceived value of online group buying users was constituted byfive dimensions, such as the website functional value, business functionalvalue, emotional value, social value and capital value. Secondly, the influencedegree of five dimensions of perceived value to the customer purchasingintention, customer satisfaction and customer loyalty degree of influence isdifferent. Finally, customer satisfaction would influence customer loyalty ondegree.