The Research Of Consumers,Purchasing Decision Process And Influencing Factors In The On-line Group Buying

Internet group buying, a new business model, has been developing rapidly in recent years, attracting more and more businesses to participate, and becoming a new growth point in the field of electronic commerce. Group buying website depends on the huge number of consumers’participation to gain profit and businesses that provide group buying products and services depend on group buying to increase sales, improve performances and enhance popularity and influence. As a brand-new business model as well as marketing model in the times of e-commerce, internet group buying has been taken seriously by many consumers’ behavior researchers, who have made a systematic research and analysis on its origin, present situation, mode of development and existing problems, etc. This article, based on the study of consumers’behavior and the core problem of consumers’behavior-consumers’purchasing decision process, as the point cut, makes a deep analysis on the consumers’buying decisions process and the influential factors of each link, looks into consumers’decision "black box" and provides theoretical proof and advice for businesses to develop internet group buying business and marketing practice in a better way.In this research, at first, we systematically review and clear up previous research by sociology scholars about customer behavior, online consumption and the process of purchasing decision for customers. Especially, we rebuild the predominant mode of process of purchasing decision and the factors influence it, and understand the method to research customer purchase and result related. This lays a theory foundation for further research. Then, through the qualitative research method of intensive interview, making further research to the online-group customers. Combining with the results of previous theory we mentioned, a mode of process of purchasing decision and the factors influence it of online-group consumption has been built. Finally, through the depth of interview process for the bulk of the network and according to the purchasing decision and factor model formed by this research, it is provided relative marketing advice for the website of on-line group customers so as to advance the marketing standard of on-line group and promote it towards the sustainable development.