The Empirical Research Of Influencing Factors Of Online Group-Buying Purchase Willingess:Based On The Groupon Type Differences Impact On Consumer Purchasing Decisions

In recent years, with the progress of technology and the popularization of network in our country, the Internet filed birthed a lot of new business model, the online group-buying is one of them. Online group-buying is a new e-commerce model that through the business website platform merchant organizes the consumers who demand for the same product or service, forming with bulk purchasing power of consumer groups, improving their ability bargaining negotiations to suppliers and thus get preferential market price. Since online group-buying was born in our country2010, it quickly attracted a number of user groups and occupied a place in the e-commerce market. Many enterprises which was seeing the great prospects of online group-buying, all entered into the group-buying industry. After the four years of development, now online group buying market has gradually tend to be saturated, so if the group-buying businesses want to get a place the increasingly fierce industry competition, you need to study the regulation of online group-buying industry, research the consumer behavior in online group-buying platform, thus you will formulate the corresponding marketing strategy and form their own competitive advantage.In the process of the development of online group-buying, we have found such a phenomenon that when online group-buying platform has just started, the goods is more physical commodity deals, however, after several years of development, the focus of online group-buying business tended to changed the industry, the service commodity group-buying of localization characteristic slowly appears to the people’s horizons and gradually becomes to be a new profit source in online group-buying industry. According to the China electronic commerce research center’s survey report, the service group-buying which including the leisure entertainment and food catering service, have accounted for more than70%of the consumer buys, while physical commodity deals only about20%of the share. Now compared to the physical commodity group-buying, consumers seems to be more inclined to service group-buying goods. This article is just through the phenomenon that relevant statistics reflected, we will study the influence that different types of deals impacted on the consumer’s purchase intention, aimed that through the consumers perceive differences research we can study consumers purchase decision behavior more clearly under the network environment. At the same time this paper also based on the theory of perceived value and consumer behavior model, combined with the characteristics of the online group-buying and rebuild the conceptual model of group-buying platform consumers purchase intention influencing factors, analyzing the key factors that affect consumer perceived value under the environment of network group buying, and has also carried on the preliminary empirical analysis and discussed the results.The full text is composed of five parts:The first chapter is introduction.In the chapter, we pointes the research background, research purpose and significance, shows the research content and gives a simple instruction.The second chapter, theoretical basis and literature review. This article first starts from the concept of group-buying, including the definition, classification, process, characteristics of group-buying aspects; Then this paper summarized theory of customer perceived value and perceived risk; Finally, from the existing literature research of online users purchase intention analysis, we extract the research model and research method which applies to this study.The third chapter is research design. Through theoretical summary and literature review, we build consumers purchase intention affecting factors model of online group-buying platform, definite variables and put forward hypothesis based on the model; Then we design the questionnaire survey and do preliminary research to test reliability and validity of the sample data, revise the questionnaire and determine the final questionnaire.The fourth chapter is the empirical study of factors affecting consumer purchase intention based on a bulk commodity type differences group-buying platform. In this chapter we will do some statistical analysis including reliability and validity test, regression analysis, independent sample t-test. Through the analysis of mathematical statistics, we will check the assumptions and get the conclusion.The fifth chapter is research conclusion and prospect. This chapter we will summarize the empirical study conclusion and analyze it. According to the conclusions of we puts forward some corresponding countermeasures and suggestions in online group-buying business, at the same time we look forward to the future of the online group-buying market prospect and development direction. Finally we put forward the study limitations and future research direction.