Research On Development Of B2T Business Model Based On5C Perspective

In recent years, Network Group-buying is becoming fashionable in our country and gets more and more attention by sellers. Many enterprises start entering into the market, take it as the new business model. Among Network Group-buying, B2T, as a kind of new business model, under the basic rules " Equality,Integrity, Cooperation,Mutual Benefit", aiming to protect the benefit of consumers and sellers,support the equality between sellers and consumers. It has became popular and has promoted the further progress of network economy.As empirical analysis method was used in the paper,the framework of the paper is legacy from the procedure of empirical analysis.The background,objection and significance,content and method,the possible innovations,the development of marketing theory,the studies review of B2T business model,research perspectives were presented firstly. There are twelve factors which influence the development of B2T business model through the perspectives,then presented hypothesises,built a model for the possible existing relationship among the research perspectives and designed the questionnaires. Then taken empirical analysis on the collected questionnaires through the statistic analysis software tool SPSS17.0,tested hypothesis,verified and modified the model.Lastly, concluded the result of empirical analysis and offered some advices, pointed out the existing boundedness in this paper and research direction in the future.The empirical analysis results show that consumer need difference,monetary cost,connection,customer preference difference,channel convenience,deal convenience, customer age difference and time cost all have significant impacts on the development of B2T model. Service convenience and communication way difference both have impacts on the development of B2T model. Psychic cost and communication gender difference both have no impacts on the development of B2T model. Besides, consumers, convenience and communication all have positive influence on cost, and cost has significant impacts on connection. Through cost, consumers has significant impacts on connection. Between the two relationship, one is convenience and connection, another is communication and connection,cost has taken partial intermediary role. Through this paper, hope it can enrich the theory content of B2T Business model development, at the same time, it can give some reasonable advises and methods to sellers in the future.