Research On Group Buying Information Dissemination Mechanism And The Impact On Purchase Intention

As a new online shopping model which appears in recent years, group buying has been pay more and more attention by people. Based on the network, group buying websites gather a large number of consumers who have the same purchase intention. They provide high quality services for consumers. The group buying websites have some characteristics such as:lower price, limited time, limited goods and so on, which is not exactly the same with the traditional mode of electronic commerce. The research on the characteristics of group buying and information dissemination mechanism is not only the supplement of the research on online consumer behavior, but also providing guidance for group buying platform and the sellers. Therefore the research of information dissemination mechanism on group buying platform has import significance.Word of mouth communication is a ring group purchase information dissemination process. The information about word of mouth which are released by consumer on group buying platform are directly affect the sales of sellers. So it is important to pay attention to the electronic word of mouth on group buying websites. The enterprise brand may be destroyed by a negative word of mouth. The enterprise should not only think highly of the positive word of mouth, should give more attention to negative word of mouth. Compared with foreign research, the study on electronic word of mouth on group buying platform is still very scarce. Firstly, the information communication mechanism of group buying are discussed in this paper, and then study the effect of Internet word of mouth on consumer purchase intention.Firstly, the paper takes to explore and analyze the information communication mechanism of group buying.According to the analysis results, the relationship model of the electronic word of mouth and network consumer purchase intention is established. This study collects data through questionnaires, We adopt several statistical methods to test the assumptions of our study:Structural equation model factor analysis and regression analysis. SPSS17.0and AMOS17.0are used for data analysis.This paper draws the following main conclusions:First, EWOM in group buying platform has impact on consumer’s purchase intention. Second, the quality of EWOM is the most important factors which influence consumer decision making. Third, consumer’s performance is different when they shop on different types of website. Finally, according to the research conclusion, this paper puts forward some suggestions for the development of group buying platform and enterprise.