Study On The Factors Of Network Group-buying Behavior Of College Students

According to the investigation report on the 37th China Internet Network Information Center (CNNIC), as of December 2015, group-buying subscribers in China reached 180 million, higher than the end of 2014 and increased 755 million, the growth rate was 4.4%,26.2% of Internet users use the group buys a website service. This kind of consumption style like network group buying to the price affordable, participation, novel and convenient features, meet the consumption needs of students in a certain extent, has increasingly become a consumer groups of university students much favor consumption patterns.After the development of China’s network group buying market has achieved initial success in recent years, there have been a number of representative network group buying website, such as handle network, the United States group network. However, in the online group buying fiery, but also there are many problems. According to the China e-commerce research center survey report shows that China’s consumer complaints on the site is mainly for account security, refund, buy fraud, false promotions and other issues. It shows that compared with the developed countries, the electronic commerce market is still not standardized.Network group buying behavior of college students to study, it is conducive to the marketing strategy for the business to put forward constructive suggestions to promote the rapid development of the e-commerce industry. Take the college students in Anhui Province as an example, from the technology acceptance model selection of perceived usefulness, perceived ease of use two variables as the breakthrough point, the establishment of College Students’ network group buying behavior model of influence factors, and put forward the hypothesis. With SPSS reliability analysis, validity analysis, correlation analysis and descriptive statistical analysis, using the AMOS software build structure equation model, fitting test and path analysis of the concept model, and to verify the proposed hypothesis.The empirical results showed that:the sensing network group buying useful, perceived network group buying ease of use is a key factor to affect the behavior of the college students’ network group buying, group buying site quality, group buying products and services quality, consumers’ experience of network group buying behavior of college students has significant effect. According to the empirical results, this paper puts forward some suggestions and countermeasures to participate in the network group buying from three angles of the university students’ consumers, businesses and website operators.