Enhance Research On The Consumer Loyalty Of Group Buying Site

With a new era of network information in the twenty-first Century,the rapiddevelopment of the Internet has injected a new blood to the marketing theory. As the newrepresentative of online shopping, the group buying site has also gradually accepted byconsumers, the attitude of whom has changed from the initial attempt to become a habit.But with the development of group buying site market, now there have been emerged anew stable growth of new users,old users begin to slipping away and the growth of thescale of users slowed down, group buying sites compete to each other fiercely. In thiscase, how to retain old customers and reduce the churn has become the key factors thataffect the development of the group buying site, so it is very important to study how toimprove the consumer loyalty of group buying site.First of all, this paper introduces the research background and research status at homeand abroad. Because the study in the consumer loyalty of group buying site is veryfew, there presentative theories basically is none, so this paper draws on the mature theorie-s and models in the loyalty of e-commerce, and hope to get inspiration from it. Secondly,this paper has introduced the related theories of consumer loyalty of group buying site,and the structural equation theory in detail. Thirdly, empirical analysis of the theoreticalmodel presented in this paper was made. This paper investigates in the form of thequestionnaire, analyses the collection dates on descriptive statistics, reliability analysisand validity by SPSS17.0, verifies544effective questionnaire of the model by structuralequation model(AMOS17.0), and summarizes and analyses the results, then concludes thatkey factors that influence the consumer loyalty of group buying site. Finally, this paperputs forward solutions to improve the consumer loyalty of group buying site,according tothe results of empirical analysis.