| In recent years, Online group-buying market has been developed rapidly, andattracted all walks of life. In order to gaining more interests, extending moremarket channels, Fitness service companies getting pushed out of the Onlinegroup-buying market. In order to stand out from the Online group-buying groups andimprove economic returns, they need realize comsumers’ Online group-buyingintention and its influencing factor.The Online group-buying of Fitness Services Products as a kind of Onlinegroup-buying, is influenced by both the general online group-buying factors and itsown unique features. From customers’ point of view and by analyzing the influencingfactors of Online group-buying intention of Fitness Services Products and therelationship of these factors, this paper aims to explore the consumer behavior natureof Online group-buying of Fitness Services Products, to rich the consumerdecision-making behavior theory and sports marketing theory, to expand theapplication of technology acceptance model theory, to provide theoretical guidancefor Fitness businesses’ Online group-buying marketing mode, to expand the channelsfor fitness market, to help the Online group-buying websites deeply realize theintentions and demands of consumers, to provide guidance for Online group-buyingwebsites to improve consumers’ experience, to help Online group-buying websitesearly become mature and stable.Firstly,using document literature method and network survey, this papersummarized the related knowledge of Fitness Services Products, Online group-buying,purchase intention, technology acceptance model and the current situation of Onlinegroup-buying of Fitness Services Products. Secondly, based on the simple technologyacceptance model and through expert interview method and typical consumerinterview method, this paper includes properties of products for fitness service andcharacters of Online group-buying in an outer variable, product factor. Using thisouter variable and taking advantages of Online group-buying perceived usefulness offitness service products and their perceived usability, this paper builds a buyingintention hypothetical model of Online group-buying for fitness service product.Thirdly, this paper surveyed consumers of Online group-buying of Fitness ServicesProducts by the questionnaire. Ultimately, this paper used SPSS17.0and AMOS17.0to analyze the data and to modify the model, then drawed the following conclusions:First, Online group-buying market of Fitness Services Products has followingseveral current situations: Its scale enlarges constantly; The major enterprises whichjoin to the Online group-buying is not chain enterprise; The distribution of sportsevents is more concentrated in a smaller range; More and more new events appear;The prices of most Online group-buying orders is low; The service quality of Onlinegroup-buying is inferior.Second, the consumers of Online group-buying of Fitness Services Products havehigh purchase intention. They have much experience about Online shopping andOnline group-buying. The sporting consumers pay much attention to the servicequality than the price of the Online group-buying products of Fitness ServicesProducts.Third, perceived usefulness has a positive effect on the Online group-buyingintention; Perceived usability has a positive effect on perceived usefulness; Productfactors has a positive effect on perceived usefulness and Perceived usability.Fourth, there are conflicts between low service quality and demand for high servicequality, there are conflicts between economic factor is not the major factor and lowdiscount products also appear frequently, there are conflicts between non-chain enterprises is the major enterprises and consumers tend to buy products from thechain enterprises.The last but not the least, this paper proposes several advices to fitness businesses:Avoiding bidding, positioning precisely, enhancing brand value, focusing on serviceand building multi-platform interactive innovative reservation mechanism. This paperalso proposes several advices to Online group-buying websites: Doing systemevaluation, ensuring the information of Online group-buying companies,combiningresources and encouraging non-chain fitness businesses to develop characteristicproducts. |
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