Research On Stickness Of Group-Buying Website On Local Life Service

online Group-buying, which is a classical O2O model, has become one of the popular consumption forms of contemporary life. However, since all the group-buying websites have serious homogeneity, how to attract new customers and make them stay has become the focus of research and also has high real value. This thesis is based on widely reading and references to the user viscosity theory and the theory of consumers’intention to continue use. As the result of the above basis, this thesis has designed a model which is more suitable for the group-buying websites on local service for life to explore the influence paths of payment convenience and consumption convenience on consumption habit, website satisfaction and store satisfaction separately, the influence paths of consumption habit, website satisfaction and store satisfaction on intention to continue use and the influence paths of consumption habit, intention to continue use and buying situation on customer’s stickiness. The data acquisition is through the questionnaires and in order to make sure the collected data is real, this research has carried on the strict inspection to the questionnaire. The last, structural equation model was used to test the hypothesis model and meanwhile, this research has classified consumer motivation into two types:One is for cheaper and the other is for convenience. So the analysis of several groups could be based on these two groups. At the last, this paper has proposed appropriate marketing recommendations to improve customer’s stickinessThe main job and characteristics of this thesis is as the following aspects:(1) Based on the characteristics of local life service group-buying website, this paper divides satisfaction into store satisfaction and website satisfaction and explore whether these two kinds of satisfactions have the same effect on consumers.(2) This thesis regards consumer’s intention as the grouping variable and nobody has done that before. So the model emphasized the importance of subjectivity and it’s more suitable for modern market.(3) The conclusion of this thesis showed that the factors and paths of this model are significantly different between two groups. The group-buying websites should implement corresponding marketing strategies according to the consumer’s features.