The Research Of The Factors Affecting Online Group-Buying Catering Products Turnover

As a new type of e-commerce model, online group-buying was introduced to China from USA and it is popular with Chinese enterprises and consumers. The rapid development of the group-buying on catering has been given great attention in business and academia.The online group-buying products can be basically divided into physical products and service products. In the past, people paid more attention to the tangible physical products in the study of online shopping, but less for the service products.The online group-buying of service products must be paid online and consumers accept services offline and therefore, services products are different from physical products in online group-buying. So the research about the influencing factors on online group-buying service products is very necessary. And this paper will study it by taking catering products for example.This paper collected the past research literature of online group-buying on service products and established the research model through logical analysis and integration. Samples came from the Wowo Group’s sales data of catering products in2011and covered Chengdu, Chongqing, Wuhan, Changsha. SPSS16.0statistical software will be used for empirical research on the price, the convenience, quality, safety, regional income and the value of products and other factors’ impact on the turnover of online group-buying. The main work or contributions:Firstly, it studied the factors affecting consumers’ purchasing behavior from the perspective of "product characteristics", and it belonged to Complementary research in comparison with the past study of consumer behavior:consumers’ purchase intention and motivation. The dependent variable, namely the online group-buying turnover, is true and it is a direct reflection of consumer buying behavior and has lower subjectivity comparing with the measure on consumer purchase intention. Hence, it expands the content of consumer behavior.Secondly, this paper classified the products of online group-buying and studied the impact of some product characteristics on consumer purchasing behavior and drew some valuable conclusions.Meanwhile, the paper also pointed out the problems that exist in the online group-buying catering products and gave corresponding recommendations for the enterprises, businesses and websites of online group-buying to improve sales.