Research On Consumer's Online Group Buying Behaviors Based On Perceived Risk

With the continuous popularization and development of Internet technology,online group-buying has become an indispensable part of consumers' life.With the rapid development of e-commerce,a new model of e-commerce online group-buying emerged,which provides consumers with an innovative experience.Online groupbuying platform will gather consumers with the same or similar needs to form bulk purchase demand,reduce the price of commodities,and finally reach the utility maximization.Network group purchase this model in China after only a few years of development will form a "thousand regiment war" situation.However,while its development is in full swing,a series of problems have emerged,such as the poor quality of products purchased by consumers,and the fact that consumers' rights and interests are infringed upon and there is no place to protect their rights and other social problems.The empirical study on consumers' willingness to buy in the online group-buying market is conducive to providing relevant marketing Suggestions for merchants and websites,so as to promote the healthy and rapid development of the group-buying market.Based on a large number of studies on the former,this paper combines the three parties involved in online group-buying,takes the perceived risk of consumers as the antecedents of group-buying intention,constructs a research model of consumers' online group-buying intention,and proposes relevant hypotheses.At the same time,in order to improve the scientificalness and effectiveness of the designed questionnaire,this paper designs the questionnaire by referring to previous studies and combining the research objectives of this paper.Questionnaires were distributed online and offline,and 311 valid questionnaires were finally obtained.In this study,SPSS 17.0 and LISREL 8.70 data processing software were used for sample analysis and hypothesis testing of the collected data.Relevant empirical research results show that: merchant characteristics,website characteristics have a significant negative impact on consumers' perceived risk.Perceived risk plays an intermediary role in the relationship between merchant characteristics,website characteristics and consumers' intention to buy in groups.Consumer characteristics(online shopping experience)play a moderating role in the relationship between merchant characteristics,website characteristics and perceived risks.At last,according to the research conclusion of this paper,at the end of this paper,the author provides relevant marketing suggestions for merchants and group buying websites and points out the research deficiencies and future prospects of this paper.