The Study On The Factors Of College Students’Clothingproducts Group Buying Intention

With the development of the Internet technology, the Internet has infiltrated into every field of people’s life, and people’s lifestyle has set up a quietly changing.With the rapid development of e-commerce, a new mode of e-commerce-group buying, has came into all aspects of people’s life. By group buying, consumers can be able to enjoy at below-market prices but high value products and services.At present, China’s group-buying model is single, not for a group of people or one kind of product specialization group.Along with the rising number of college students, and the prominent role of college students has been increasing in the group buying. So,the study of young consumer groups demand for group-buying has important research value.This paper firstly summarized the group-buying definition, group-buying model, group-buying characteristics, the technology acceptance model, and the theory of perceived risk and buying intention, an so on. On this basis, combined with the consumption characteristics of college students’ group buying, summarized seven measures affecting college students’ clothing group buying intention dimensions: college students’ individual consumption characteristics, product factors, group factors, business factors, perceived usefulness, perceived ease of use, perceived risk, and combining interview study of consumers, designed the specific measurement scale and questionnaire.Through the questionnaire survey, we collect the sample data and make full use of the descriptive analysis, reliability and validity analysis, structural equation model analysis and other methods of data processing.Finally, we not only develop the college students’ clothing products group buying intention evaluation questionnaire, but also detect the antecedent variables (college students individual consumption characteristics, product factors, group factors, business factors) and intermediate variables (useful sexy, ease of use, perception, risk perception) relationship, and also detect the relationship between the antecedent variables with the result variable (group buying intention) through intermediate variables. The college students’ consumption characteristics has significant positive effects on perceived usefulness and perceived ease of use;The college students’ consumption characteristics and product factors have significant negative effects on risk perception;Group-buying websites and product factors with perceived ease of use have significant positive influence, and have significant negative impact on risk perception;businesses factors have significant positive effects on perceived usefulness and perceived ease of use,and have significant negative impact on risk perception; andantecedent variables through perceived usefulness, perceived ease of use Positive indirectly affect the group buying intention, antecedent variables through perceived risk negative influence the group buying intention.