The Research Of Websites And Business Collaboraion Affecting Group-buying Consumer Trust: Intermediary Role Of Collaborative Advantage

Since 2010 the business network group purchase rised up, the consumers’ trust problem has always been the focus problem of the academic circle.Existing studies have shown that the group-buying websites’ online goods cannot be direct contacted with their nature, the lack of interaction and exchange of indirectness, etc are the key factors that affect consumers’ trust, and at present scholars mainly from the website, merchants and consumers’ factors to seek the solution, and achieved some research results.But from the aspect of group-buying websites associated with business synergy management’s research is almost blank.Throughout the development trend of groupbuying websites in recent years, however, in order to get rid of the network group purchase industry in the "low" capital encounter cold, group-buying cooperate between demand and offline businesses in succession, deepening the O2 O transformation, this move that not only save the market, but also given rise to the steady development of the group purchase industry today.So if the synergy management between the group and associated business can affect consumers’ trust?If it is, then how to do?......The current academic circles still lack the related research, it is need to be further explored.Therefore, the aim of this study is on the basis of existing research, from the perspective of coordination with associated business group management to explore its influence on consumer trust. The existing research shows that synergy between the enterprise management of cooperation between the enterprise management is greatly affected by the synergy of the intermediary role between enterprises of the collaborative performance, then stand in the perspective of consumers’ perception, can the websites and related businesses of synergy in the process of collaborative management influence on consumer trust will also play a mediating role? The research at present academic circles is very few, so this study also hopes to obtain further explore of the collaborative advantange’s intermediary role.Based on the above target, this study first searched a lot of domestic and foreign literature and the analysis of group and associated businesses synergy mode, determine the coordination with associated business group management, synergy and consumer trust dimensions, and put forward this paper’s research model; Then make a questionnaire of 236 consumers, and use SPSS19.0 analysis the collected survey data for data processing, through descriptive statistical analysis, the reliability and validity analysis, correlation analysis and regression analysis to this institute assumption is verified.In this paper, the results show that:(1) the consumer perception of collaborative management of group-buying websites and associated business synergy has significant positive influence on the collaborative advantange.(2) consumer perception of collaborative management and collaborative advantange of group-buying websites and associated business have significant positive influence on consumers’ perception trust on group-buying websites, especially in the case of perceived credibility of groupbuying websites.(3) the collaborative advantange in consumers’ perception plays an intermediary role in the process of plays an intermediary role impacts on consumers’ perception trust on group-buying websites.