Research On The Influencing Factors Of Consumers' Purchase Behavior In Network Group Purchasing

Along with our country market economy fast development, the common people living standard remarkable enhancement, dining expense consciousness and the dining expense custom gradually is also changing, takes the catering industry also along with it full scale development.In recent years, the catering industry already became our country rate of economic development to be quickest, one of turnover growth scope highest professions. Inthe social needs, improves the common people to live, the realization socialization of housework and so on many aspects, the catering industry is playing the more and more vital role.But, the catering industry is also facing the new question in the vigorous development process.For instance:The dining jobholders troop overall quality is somewhat low; Dining production management form relative quite backward; The development structure comparison is unreasonable; The catering industry region development comparison is not balanced; Between city and countryside, enterprise disparate quite big; The dining profession development falls behind by far the social big economy development.Catering industry to social employment and average per person year expense contribution, but also needs the further enhancement.Our country’s food and beverage industry anxious will need to seek the new breach in the future development.Along with modern society’s development and the technical technology daily progress, the network more and more is affecting people’s life, in November,2008the group which makes something a matter of political line in US buys website Groupon, the turnover broke through1,500,000,000US dollars in the short two year time, the business model engulfed the entire world rapidly.In China, the network group bought emerges most early in2002, at that time participated in the group buying active the commodity mainly is the building materials, the electrical appliances and so on the large-scale commodity.The American group buys website Groupon the group has bought the pattern to spread to our country since March,2010, immediately obtained the enormous development in the electronic commerce market.Until for2013year’s end, buys the website in the Chinese extant group, until had been through repeatedly the prosperous development, the superheating competition quantity receded the steady development the stage, also bought the website in China from the sole group, increased the group buys the channel, the multi-skill group to the electricity business website in buys the transaction platform new and so on industry condition.However our country’s group buys the website also to have some insufficiencies and the flaw now.For instance:The group buys the commodity quality is irregular; The group buys the market to lack the effective surveillance and supervising and managing; The group buys behaviors and so on business deficient good faith and existence false information; On net online payment security problem.Creates the consumer to buy the website to the group to lack the trust, affected the group to buy the website to a certain extent the development. development.A single consumer buying habits and purchasing psychology can directly affect the network group purchase single turnover, all social consumer behavior and purchasing behavior can affect the network group purchase directly in the sale of single and group turnover, thereby indirectly affect the future development of group purchase website, so through the study of consumer behavior to guide network group purchase better development and progress, this paper selected in the network group purchase in the largest proportion, the highest sales, consumption, and the people’s livelihood has the largest number of the most common food class as an example, to study the consumer in the catering group purchase in buying behavior of influence factors and determinants of operating activities, businesses and on website to guide the line.This article in accordance with the catering group operating procedures of such networks, first class dining Group buys into online networks group and offline businesses to two broad categories of consumption, and combined with the related theories of consumer buying behavior, analysis of catering categories group factors influencing consumers’purchasing behavior. Secondly, through the analysis of previous studies and I assume, attempt to establish a catering group research model of consumers’purchasing behavior of such networks. Again, positive study data collected using SPSS16.0statistical analysis through analysis to verify the reliability and validity of questionnaire content, through the analysis and discussion of relevant structural correlations between variables, so as to determine the impact food factors influencing consumers’buying behavior in the class group, through Multivariate regression analysis method to determine the degree of influence between various structure variable. Finally arrived at what variables have a significant impact on purchase behavior, thus guiding the purchasing behavior of consumers, but also for the network service in China buying strategies and suggestions for the further development and also help to guide the development of China’s service industry and progress.