Research On Customer Repurchase Willingness In Online Group Buying Based On Experiential Consumption

Group-buying,which is a kind of emerging e-business model,is not only a fashionable shopping way,but also is brought into marketing system by enterprises or merchants as a kind of product or service promotion.Compared to paying for bags,experience expense has claimed an ever-growing share of household consumption expenditure with the improvement in economic conditions.The rapid growth of experience expense in group-buying necessarily gives rise to fierce competition.It is critical for enterprises or merchants to Keep or expand market share and enhance market competitiveness by retaining their customers and promoting customers' repeat group-buying intention.The research take experience expense in group-buying industry as example to explore the influencing factors on customers' repeat group buying intention in this group-buying market segment.Firstly,by depth interview, we proposed the initial study model and research hypothesis on the basis of related research results presented by literature reviews.Secondly,We design the questionnaires according to the purpose of research and maturity scales abroad,and then collect data by the way of questionnaire survey.Finally,we use SPSS17.0 and AMOS23.0 software to analyze data.Based on the analytic data results, all the research hypotheses are testified and the initial model is modified.The conclusions show that the influencing factors of customers' repeat group-buying intention include enterprise service quality, group-buying website e-quality,perceived low price,customer satisfaction,customer trust.The intermediary role of customer satisfaction is remarkable between enterprise service quality,group-buying website e-quality,perceived low price and consumers' repeat group-buying intention.Meanwhile,customer satisfaction has positively effect on customer trust.enterprise service quality can significantly has positive influence on customer trust while the effect of group-buying website e-quality and perceived low price to it is little;Customers perceive differently in low price when their gender is different.Customers from different age appear to have remarkable difference ingroup-buying website e-quality.There is significant difference between customers from education in enterprise service quality.Finally,this study presents the corresponding management proposals as follows:pay attention to market segmentation and create differentiated services;focus on the service quality itself and enhance the core competitive advantages;optimize the group-buying website and integrate the flow of consumption and the flow of service completely;Take full advantage of group-buying to offer customers competitive price.