Research On Evolution And Information Environment Influcing Factors Of Network Group-buying Under The View Of Information Ecology System

Network Group-buying as a new electronic commerce model is more and morerecognized by consumers. So far, Chinese network group-buying industry isdeveloping rapidly. At present, our country has gradually formed a certain scale ofnetwork group-buying, guided with business，group-buying website and the users. Atthe same time, group-buying site cooperate with site navigation，social networking，online payment business and logistics companies, and take advantage of the servicesprovided. Network group-buying with its low price and high efficient shopping waygradually developed in all parts of the country. Although network group-buying wonthe benefits to consumers and businesses, but the problems such as servicedifferentiation, payment without security, adults without basis still flood the market,threatening the development of network group-buying. This paper focuses on theperspective of information ecology theory, discusses on the coordination effectbetween the various factors of information environment influence networkgroup-buying information ecosystem and the network group-buying development, andto construct the harmonious network group-buying, improve the informationmanagement level of group-buying website, have important practical significance.This paper based on the information ecology theory and the networkgroup-buying, to explore factors, evolution and influence of network group-buyinginformation ecosystem. In the construction of network group-buying informationecosystem, analyze the network group-buying including information, information man,information environment, information ecological factors and information ecologychain, to form the theoretical basis. Based on the life cycle theory, the paperelaborates the network group-buying information ecosystem from four periods forintroduction, growth, mature and upgrading, and summed up the impact of networkgroup-buying information ecology evolution of information and information from environmental factors. On the basis of relevant theoretical research, this paper designsthe questionnaire and construction of the evaluation indicator from six levels of socialcultural environment, technical environment, economic environment, lawenvironment, policy environment and the consumer group-buying intention. Thenrecycle questionnaires, correlation analysis and regression analysis of data, anddrawing relevant direction, related degree and specific form between differentinformation environment factors and consumer network group-buying intention. Atthe same time, using case analysis, using Groupon and handle network as researchsubject, constructs the group-buying website information ecosystem, summarizes theinfluence factors from the evolution process, contracts and analyze the differencesbetween Sino-US group purchase sites. Through the analysis of the results ofempirical study and case analysis, to understand the similarities and differencesbetween them, and combining the current situation of Chinese society, puts forwardthe suggestions and strategies from the management group-buying website andnetwork group-buying industry regulatory perspective.In the research methods, this paper mainly uses literature survey methodsystematically researched on the network group-buying and the informationecological system theory, the specific relationship between the informationenvironment factors and the consumer group-buying intention by using the methodsof questionnaire and empirical research, through the correlation analysis andregression analysis further empirical research; finally, using case analysis methodsand comparison analysis, and comparison the results of empirical and case, get theconclusion of scientific research.This paper constructs network group-buying information ecological system,studies the factors affecting the network group-buying information ecology evolution,enriches the theoretical system of network group-buying, shows the direction for thegroup-buying website future development, and provides certain references for thegovernment to improve the network group-buying market operation.