| Although the appearance of group-buying is not long, it’s so familiar to many young people. It means a new e-commerce mode, a number of customers with similar needs get underline goods and service through online payment. Since the first group-buying site arises from the United States, the group-buying has quickly swept the world because of its low price, convenience and other advantages. Since2010, many similar group-buying sites have also appeared in China, selling online physical commodities as well as a majority of service. Thanks to the maturity of network technology, the popularity of the Internet and change of people’s consumption pattern, the group-buying market in our country overall grows so rapidly, the speed of service group-buying market is extremely striking.According to Group-Buying800website2013year’s statistics:group purchasing orders of catering and hotel tourism of2013, respectively, compared with2011, increasing14times and25times, group purchasing orders of commodities and other deals growing1.2times; in the number of customers, compared with2011, catering and hotel tourism increased2.5times and6.9times, including a growth of200million people in catering group-buying. But the numbers of commodities and other group-buying are showing negative growth, a decrease of approximately80million people. Turnover of catering group purchasing group ranks first in all species in consecutive three years, it has become the mainstream in service group purchase. Compared with the rapid development of the group-buying market, the study of group purchasing is still insufficient in our country. The existing research is mainly limited to the characteristics of the group purchasing as well as the existing problems, situation and development trend, most of them are qualitative research lacking of deep-seated problems such as consumer buying behavior and characteristics, the influence of macro environment on group-buying behavior, consumer psychology and the relationship between satisfaction and loyalty. Empirical research of catering group-buying market is very few. Moreover, because the mode of group-buying is not high tech, easily copied and imitated, it leads to some problems such as cheating, poor service, unsafe online payment and so on, violating the legitimate interests of the customer, these problems are especially prominent in the catering group-buying. Customers often find that the actual quantity does not accord with the online dishes information, merchants treat group-buying customers’service attitude is better than the group purchasing customers, partial restaurant existing Invisible consumption, all problems make customers dissatisfy with the current catering group-buying market service, the overall satisfaction is not high. Taking an example of catering group-buying in college students, the purpose of this article is to study the influence factors of network group-buying customers’ satisfaction by investigation.This article based on the electronic commerce, network group purchasing and customer satisfaction theories, designing group-buying customers’ satisfaction measuring index and model, researching the influence factors of college students’ catering group-buying satisfaction with the help of valid362questionnaires.Using SPSS17.0software for descriptive statistics and reliability and validity, correlation and regression analysis, it is concluded that site attribute, pay attribute, commodity attribute, service attribute, quality of consuming environment and the maintenance of customer rights and interests all influence college students’ network group-buying satisfaction, at the same time, high satisfaction can lead to repeat purchasing. Finally, based on the results of the empirical analysis, I put forward the future research direction and measures about strengthen catering group-buying customer’s satisfaction. |
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