A Comparative Study Of Consumer Preference And Decision Regret Behavior Of Local And Nonlocal Consumers

In recent years,with the rapid growth of China's economy,the development of mobile Internet technology and the popularity of intelligent terminals,many new business models have appeared from the Internet,among them,online group buying is the most popular trading model.Online group buying generally refers to the consumers with the same purchase demand get together through a website to be a group who have bulk purchasing power,so that consumers could improve their bargaining ability and then they can obtain preferential treatment,it is a new e-commerce model.Since the beginning of the group buying in our country,many entrepreneurs and enterprises have begun to enter the group buying market and create a variety of group buying websites,scramble for cooperative businesses and expand the scale of users.In these years,the group buying market has gradually been saturated,the focus of competition has changed from the previous price competition to service and experience competition.At the same time,with the popularization of mobile internet,the high frequency of population mobility,and the boom of tourist market,the target of business is not only limited to local customers,but also a large number of nonlocal consumers.Therefore,if businesses want to win in the competition,they should grasp two key points.First,they should study the consumer preferences of the two types of consumers and then design more suitable products met consumers' demand.Secondly,if business want to constantly stabilize and expand the scale of consumers,they need to improve customer satisfaction and loyalty continuously and reduce bad purchasing experience.Therefore,the purpose of this study is to explore the differences of consumer preferences and decision-making regret behavior between local consumers and nonlocal consumers in online group buying,according to the difference between the two groups of people,we provide advices to the merchants in designing and operation of group buying products to help merchants improve the competitive power.Our study is based on the real user data,business data,transaction data and review data,we establish a research model of consumer preferences based on the joint analysis method to analyzes the consumer preferences of the two types of users and compares them.Then we establish research model of regret behavior based on econometrics model to analyze and compare the two kinds of users'regret influence factors.The study found that the consumer preferences of the two types of consumer groups have some differences.The local consumers pay most attention to the discount rate of product,while the nonlocal consumers value the category of catering most.In addition,the preferences of the two groups for each level of product attributes degree have some differences too.In the study of regret behavior,the quality of dining experience will enhance consumer satisfaction and reduce user regret mood,of which the dining experience is divided into three aspects:food tastes,service quality and dining environment,local consumers pay more attention to the quality of restaurant services,foreign consumers pay more attention to the restaurant taste and dining environment.Finally,we point out our proposal for business and group buying websites based on the analysis results.