An Empirical Study Of The Influence Factors Of Internet Group Buying:From The Perspective Of Two-phase Behavior

As group-buying becomes more and more popular, many consumers begin to buy goods via group-buying websites. A research of CNNIC shows that nearly one quarter of cyber citizens are group-buying users in 2015, and the percentage of the youth maybe more higher. Nowadays, group-buying is developing at an amazing speed and influencing consumers’ lifestyle gradually. However, the research of group-purchasing lies far behind the practice. Previous researchers define group customers’ behavior as a single-phase and complete subject, and tend to analyze the influence factors of the single-phase group-buying behavior. A recent research of “Journal of Marketing” shows that the group-buying behavior can be divided into two phases; the first phase of the behavior can be named as “group-buying coupon purchasing behavior”, and the second phase of the behavior can be named as “group-buying coupon redemption behavior”.The two phases of the behavior are differentiated from each other as well as interrelated to each other: In the first phase, users decide the purchasing amount of group-buying coupon with the influence of several factors; in the second phase, the factors that influence customers’ group-buying behavior vary——some previous factors continue to affect users’ behavior, other previous factors stop to influence users’ behavior, and new factors begin to coupon redemption behavior. So it deserves researching whether we can construct a modified model, and improve the theoretical rearch results of group buying.Guided by the theory of Consumer Behavior, TAM Model and Two-Phase Group Buying Behavior, the main content of research are as follows:(1) Combining the TAM Model and Two-Phase Group Buying Behavior, we construct a modified model of group buying behavior.(2) Analyzing the influence factors of both behaviors.(3) Comparing the variations of the influence of factors in coupon purchasing behavior and coupon redemption behavior.(4) These conclusions broaden our horizons and deepen our understood of group purchasing behaviors.We adopt research methods of literature review, questionnaire survey, statictical analysis and so on. Firstly, we construct the modified model via literature review.Secondly, we get the date by questionnarite. Finally, we examine the model and hypothesis via factor analysis, independent sample T test, ANOVA, correlation analysis and regression analysis.The conclusions are as follow:(1) the model is validated, and the two-phase group buying behavior framework fits our research.(2) In the first phase, price, discount, the property of goods, the reputation of seller, information quality, service quality, network experience and perceived risk affect group-buying behavior significantly; in the second phase, discount, the reputation of seller, information quality and perceived risk still influence consumers’ behavior, but price, the property of goods, service quality and network experience stop working, and new influence factors appear.(3) Perceived risk is the intermediate variable of both coupon purchasing behavior and coupon redemption behavior; however, perceived easy use is only the intermediate variable of coupon redemption behavior.The innovations of the research are as follow:(1) in a new perspective of two-phase group buying behavior, we divide group-buying behavior into group buying coupon purchasing behavior and coupon redemption behavior, then combine it with TAM model, and construct a modified model.(2) New research content. Previous researchers define group customers’ behavior as whole subject, and analyze the influence factors of the single-phase behavior; we analyze the influence factors of both behaviors, as well as the variations of the influence factors in these two behaviors.