Factors Influencing Perceived Value On Consumer Willingness To Buy The Network

During the past two years,online group buying as a new e-commerce model hasdeveloped rapidly in our country,which has great impact on consumer shoppingbehavior and decision making.The current development for china online group buyinghas not reached a stable situation,with the prosperous atmosphere on the surface butmenace lurks everywhere indeed.Also the customer consuming viewpoint has alreadychanged from after fanaticism to reasoning consuming.Facing competition of the marketof online group buying,only the one who can attract the participation of moreconsumers will be able to remain invincible. Therefore,the research on how to grasp thekey influencing factors of consumer participating online group buying and useappropriate marketing strategies has great influence on the development of online groupbuying.Due to the current domestic research on the group buying is mainly from theviewpoint of the qualitative description and characteristics of group buying mode,Theresearch on factors of consumer group buying decision making with empirical researchmethod is less,even there is no literature exploring group buying decision makingfactors from the Angle of perceived value.therefore,the purpose of this research isbased on the theory of TRA and TAM to analysis the relationship between the theory ofperceived value and consuming intention under the environment of groupbuying,combine the theory of perceived value and perceived risk theory to buildconceptual model of factors affecting consumer online group buying intention.This article collect202valid questionnaire responses through questionnairesurvey.then，Multiple linear regression analysis was carried out on the data with SPSSsoftware and get the following conclusions:Perceived benefits and perceived risk are themain factors affecting consumers’ group buying intention. attitude towards group buyingin the perceived benefits and perceived risk perception and group-buying intentionrelationship is partial intermediary role. In the perceived benefits of three, most affectperception is Perception of preferential followed by perceived entertainment, social valuehas no significant impact on the group buying intention; In the five dimensions ofperceived risk, functional risk, psychological risk, social risk is significantly negativeinfluence the group purchase intention, time risk and economic risk have no significantimpact on the group buying intention. According to these conclusions,Merchants andwebsites can make specific marketing strategy.On one hand，Managers should highlightkey factors such as offering low prices， improving group-buying pleasure perception,giving more material benefit to enhance consumer’ perceived value.On theother hand,Managers should perfect the group buying industry managementsystem,establish group-buying website popularity and after-sales service mechanism toreduce the consumer’s perceived risk.