Effect Of Food Class Reputation For Consumers To Buy Online Group-buying Intention

Online group-buying websites--Groupon, has been a huge success, in the UnitedStates in2008, then its business model quickly spreed on around the world. SinceMarch2010, China also gave birth to many similar sites, facing such a large data,high-growth emerging e-commerce mode, not only the consumer, including the industrymanufacturers and the capital market are giving strong concerns. This has attractedmore and more businesses involved in, with such a network group purchase platform,they can get access to respective required interests. For consumers, changed the weakposition of the individual consumer information asymmetry, improved the initiative ofpurchase and bargaining power, so they reduced their transaction costs and risks, andget the high quality, affordable products and services. In addition, with the rapiddevelopment of modern catering services, catering enterprises, the competition betweenthe catering enterprises to improve their popularity, expand market share, the networkgroup buying is one of the ways and means to gain competitiveness. And on the basis ofnetwork group buying group’s characteristics, the emergence of network group purchaseword-of-mouth matches the expectations of catering trade at this time, whichcorresponds to the purpose of word-of-mouth marketing. Restaurant businesses needto understand how the network group buying praise exactly impact on consumer buyingintention, how affect the purchase intention, and how to develop their own groupmarketing strategy, to provide good products and services. Therefore, the study ofcatering network group buying word-of-mouth of consumers becomes a meaningfulsubject.Appearing in food service group-buying consumers reputation as independentvariables, study its influence on consumer group purchase intention and the importantfunction of decision making, by building a network group purchase word-of-mouthperceived value group purchase intention conceptual model, and the detaileddimensions, and in view of the "group-buyer" of such a special consumer group,excavate its value perception characteristics different from the ordinary consumers,deeply analyzes the group-buying reputation for group-buying mechanism of theinfluence of perceived value, discusses how the word of mouth influent the finalpurchase intention through perceived value formation.This study through the questionnaire and SPSS software for the construction of the relevant model has carried on the empirical analysis, getting the following conclusion:under the catering group buying of the online word-of-mouth including the quantity,quality and comment titer will be significant positive influence on perceived value ofteam, and the influence degree is not the same in two dimensions; Food service teamperceived value can influence consumers’ willingness to group-buying; Group-buyingperceived value in network group buying has a mediating role between word of mouthand group purchase intention. Finally, combined with the present status of the foodservice group marketing in China and personal experience, puts forward somesuggestions for marketing management, expects for catering enterprises’s references.