Influencing Factors Research On Customer Satisfaction Of College Students’Online Group Buying

Since Mobshop established in1998as the first group buying website of America, online group buying has been a rapidly developed subdivision of e-commerce. While it has a shorter history in China, its low price and other significant advantages have attracted too many Chinese consumers. The majority are college students and white-collar crowd, meanwhile apparel goods are sold as majority. At present how about their satisfaction, how to improve customer satisfaction to promote this particular industry, all these questions have become concerned issues of websites and merchants.This paper is focused on online group buying, which is on the basis of customer satisfaction theory, also combined with aspects including commodity, website, logistics and network. And it will explore such factors’influencing degree and correlation with satisfaction, and the relationship between customer satisfactions and repeat purchasing. Finally, it puts forward some corresponding marketing strategy suggestions.Firstly, through the theory study, it extracts a list of indexes which affect customer satisfaction of traditional purchasing online. Given online group buying characteristics, it is the first time to take new indexes in consideration such as limits about buying amount&deadline and participant number to complete customer satisfaction influencing factors system.Secondly, using Ipad2to conduct e-questionnaire survey is another creative idea of the paper which selects college students as data source through surveying their experience about online group buying apparel commodity. And this paper also conducts reliability&validity test, factor analysis and correlation analysis.Thirdly, this paper shows many results including online group buying’s satisfaction consist of many indexes such as online group buying special index, commodity information index, evaluation and rating index, website service index, logistics and payment index, at the same time, every index consists of several sub-indexes. All this indexes (excluding online group buying special index) are significantly positively correlated to customer satisfaction, but online group buying special index negatively. And entertainment factor has no significant influencing effect. Customer satisfaction is significantly positively correlated with repeat buying, and is significantly different among people with different online group buying experience, but isn’t significantly with different gender or living level.Finally, based on theory study and empirical study, combined with the findings of this paper, it puts forward some specific marketing strategy suggestions from commodity, website, logistics and network aspects to improve online group buying customer satisfaction to promote this industry’s development.