The Study Of Group Buying O2O Users’ Continuance Intention

With the spread of the Internet, increasingly users take participate in e-commerce. O2O(Online to Offline), a new model of e-commerce, has some differences with the traditional commerce. The O2 O combines the online payment with offline consumption and links the online marketing to the offline products or services. In this model, the sellers, consumers and platforms can get a "win-win" situation. The group buying seems to be a typical type of O2 O. Base on the interview of group buying users, it may explore the consume trend of the users and the factors which may influence the trend. In addition, it may give some operation suggestion of the group buying websites. Now most studies have focused on group buying O2 O model in the study of its operations, while continuing research on the user intention to use almost no intention to use this article will continue to expand research for the user to group buying O2 O, the use of empirical research methods, group buying O2 O users continue to explore the factors that influence the use of intention.Firstly, the paper gives a review of relevant literates and summarizes the research among the O2 O field and the continuance theory. Combined the characters of group buying, it builds a group buying continuance intention model. This model bases on the Expectation Confirmation Model and adds three variables such as perceived convenience, perceived switching cost and perceived experience. Occupation is treated as a regulated variable to explore whether it may influence the users’ continuance intention. According to the model, hypothesis is suggested.Secondly, the paper uses quantity of questionnaire to collect the relevant information of group buying users. The survey covers both online and offline. The software of SPSS 22.0 and AMOS 22.0 are used to analysis the collected data and verify the hypotheses.Finally, the paper gives some conclusions. The perceived usefulness may affect the group buying users’ continuance intention directly. Perceived convenience may influence the group buying users’ continuance intention by effect the perceived usefulness. Perceived experience may influence the group buying users’ continuance intention. Perceived switching cost has no influence to the continuance intention. Occupation may affect the relationship between the perceived usefulness and continuance intention, affect the relationship between satisfaction and continuance intention, also affect the relationship between the perceived experience and continuance intention.In addition, these relevant factors which may affect the continuance intention give the suggestions to the group buying websites and help the websites to make the marketing strategy according to different users.