| Based on the background of the Internet era,electronic commerce(E-Commerce)has developed rapidly.Among the 753 million mobile Internet users in China,e-commerce users have reached 506 million,and the use rate has reached 67.2%.Electronic Commerce covers a variety of business models,and Online Group-buying is one of them.In the network group purchase model,consumers can increase their bargaining power with other consumers through the group buying platform,and eventually buy their favorite products or services under the group purchase price below the retail price.In recent years,the domestic group purchase market has shown an explosive growth trend.The group purchase mode is mainly divided into the platform type group purchase model,the kind of kind independent group purchase model and the independent group purchase model of service information,among which the development of the independent shopping model of service information is the fastest,which has received extensive attention of scholars and businessmen.The successful operation of the service group purchase model will grafted e-commerce and local services together,the consumer online search service information,payment,and under line service.The service products provided in the group purchase market mainly include catering,hotel,tourism,beauty products and leisure entertainment.Some scholars have studied the consumer's online group buying behavior with catering and hotel service products.However,with the continuous expansion of the scale of the group buying market and the continuous subdivision of the market,the research will be done.The boundary should also be extended to other service products with special characteristics.As a special kind of consumer group,female consumers have special consumption psychology and consumption characteristics,and the consumption demand of female consumers in the product of beauty is increasing with the improvement of the quality of life.This article takes the beauty product as the research object,and applies the joint analysis method to sum up the online information of the beauty products into 3 genera On the basis of attribute characteristics,online information is divided into 3 dimensions,which reflect the product's internet word-of-mouth,economy and convenience.On the basis of this,the model is constructed and the research hypothesis is put forward.With the aid of the octopus acquisition software,this paper grabbed more than 59000 online information from Baidu Nuomi online.Through screening,23916 effective data were obtained as the data samples of this study.The SPSS analysis software was used to carry out an empirical analysis,and the commentary validity,the number of comments,the discount rate and the production were studied.The article introduces the effects of richness,reservation options,or no store and parking availability on group buying and sales,and further explores the adjustment role of product value between the discount rate and sales volume,as well as the adjustment of the urban grade between the appointment options and the group purchase sales.The results show that the number of comments has a strong positive impact on the group purchase sales of the beauty products,and the commentary validity has a negative impact on the group purchase sales;the lower the discount rate and the greater the sales of the products for high value products,the lower the discount rate,the lower the sales volume of the products.This shows that the value of the product does have a regulating effect between the discount rate and the sales volume;the product introduction of the product in the group buying platform will affect the sales of the product;the appointment options,that is,without a reservation before consumption,will also affect the sales of the product,the higher the city grade,the appointment options increase the sales volume.The stronger the correlation is,the more negative the sales volume is,and the availability of parking has no significant impact on sales volume. |
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