| As a kind of new developing e-business mode, the online group-buying have become the focus point of capital market and people only in the Past two years. An online group-buying mode can’t leave the emerging and growing vigorously in a large amount of group-buying websites. The online group-buying because of its inherent of the platform, led to compare to traditional e-business model.O2O, full name is the online To offline. It means consumers use the online payment, predetermine the goods and services of offline, and then enjoy service to offline.In the academic field of marketing, consumer psychology and consumer behavior research has been a very important research topic. The study found that there are differences in consumer preferences. These differences for businessmen are enormous challenges in the marketing activities. The past consumer literature research is about the discussion and description of the features and form of preference, instead paying little attention to the preference for their own property characteristics. Therefore, study consumer preferences and to understand the preference formation and variation has important theoretical significance; At the same time, the effective distinguishing the differences characteristics of consumers and meeting their consumption needs to enhance business competitiveness in the market has an important practical significance.Online group-buying in O2O model also has the characteristics of the general model. Therefore, select the service commodities in the buying process means the O2O intention. This article through the analysis of online group-buying, with Consuming preference as independent variables, divides the consuming preference in online group-buying contains eight dimensions:website product information, consumer convenience, oneself factors and value realization, transaction security, buying experience, commodity prices, service assurance, industry competition and the degree of maturity, then builds consumer the online group-buying research model of O2O intention.On the basis of the predecessors of online group-buying and consuming preference, the paper studies the influence of customer’s consuming preference for online group-buying towards O2O intention. The research finds that the model is established effectively and it can be explained. Consuming preference has a significant positive effect on020intention in online group-buying, and the consuming preference in each dimension is significantly positively correlated with020intention. According to the results, the research related some marketing suggestion for the development of group-buying websites in the future.. |
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