| The first Groupon model group buying website was founded in the United States in 2008. Because the network group buying has the characteristic of three party win, that is, consumers can meet their purchase intention through low price and discount. Consumers can meet their purchase intentions by low discount. Businesses can be at a faster rate of product marketing. Website can get the benefit of spreading information,Therefore, this kind of new electronic commerce mode, which has the characteristics of online shopping and offline consumption, spreads all over the world. Chinese online group buying market appeared since 2010, has entered a new round of rapid development stage. A large number of group buying sites such as the Meituan network as a representative have been born. Therefore, the network group buying problem has increasingly become a hot topic in the field of the industry's high attention and academic research. Scholars focusing on the phenomenon of online group buying, try to find the law of the network group buying behavior. Especially in recent years, as the online comments on the consumer's influence gradually highlights, the effect and mechanism of online comment on consumers' purchase intention and purchase behavior has become a key direction for scholars to study. On the other hand, according to the Groupe800 in June 2015, the latest data show that food and beverage occupy the percent of 61.8 of China's online group buying. Based on this, this paper takes the food and beverage network group as the object, trying to sort out the internal relations between online reviews, perceived risk and purchase intention of the food and beverage online group buying.For this purpose, this paper based on Theory of Planned Behavior selects the representative food and beverage category of experiential products as the research object from the perspective of product category. Combined with the characteristics of the food and beverage network group purchase, the theoretical model based on the willingness to purchase food and beverage is established, and the relevant assumptions are put forward. Then, through the questionnaire survey method, using SPSS21.0 software, the questionnaire data are analyzed in the article. The results of the empirical studying indicate: Consumers participating in online group buying, the perceived risk of consumers will be subject to significant influence of the various dimensions(Reviewer credibility, Quantity of reviewers, Quality of comments, review with timeliness and effectiveness) of online reviews. Consumers' willingness to buy food and beverage is also affected by the perceived risk of consumers; the perceived risk of group customers plays an intermediary role between online reviews and group buying intention. The professional competence of the recipient has a moderating effect on the online reviews and perceived risk. The last part of this paper, according to China's catering online group purchase the current market situation, Several management suggestions are put forward for the catering enterprises to draw lessons from. |
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