Research On The Influencing Factors Of Consumers' Willingness To Use Community Group Buying Platforms

In 2008,Group on,the world's first online group-buying site,started in the United States.Two years later,the online group-buying business model entered China and gained rapid development,causing a sensation of the "thousand regiment war".Ten years later,after the market grab war,price protection war and a variety of capital chain shortage,then most of the group purchase website departs,only today we are familiar with the "Meituan" alone;But today's "Meituan" main business composition is no longer the network group buying.The mass bankruptcy of group-buying websites did not make this business model disappear.Instead,with the development of today's more mature Internet economy,relying on the powerful social media,convenient payment tools,rapid logistics and other conditions,the community scene has been revived.A new form of business called "community group buying" has become the hottest investment circuit in late 2018 and even in 2019,which is highly sought after by capital.It takes the community as the center,takes the leader(usually is the treasure mother,the convenience store operator)as the distribution node,makes the consumer may through the WeChat group,the small program and so on the tool,the group buys the fresh,the daily chemical supplies and so on,is a kind of new shopping form.While the development of community group purchase in the industry is in full swing,the relevant academic research results are not yet fruitful.Therefore,it is necessary to combine the latest development of community group-buying in the current situation,explore the business model of community group-buying platform and the influencing factors of consumers' willingness to use,and provide some theoretical and practical beneficial thinking for the rapid development of community group-buying in China.This paper focuses on consumers' willingness to use the community group-buying platform,and on the basis of systematically combing the research literature of online group-buying,community group-buying and related consumer behavior,introduces the success theory of the important information system(IS success theory)in the field of consumer behavior into the study of community group-buying.After referring to the mature measurement scale of predecessors and combining with the content of this study,this paper puts forward the research hypothesis that information quality factor,system quality factor,service quality factor,group purchase product factor,consumer individual factor and other factors may affect the use intention of consumers on community group purchase platform,and forms the relevant questionnaire.During the period from December 2019 to January 2020,366 valid questionnaires were recovered after the preliminary survey and the formal issuance of questionnaires.Then,SPSS 24.0 and Amos 24.0 were used to conduct reliability analysis,validity analysis,correlation analysis and structural equation model test on the questionnaire samples.The research conclusion shows that information quality factor,system quality factor,service quality factor and group-buying product factor all have a significant positive influence on consumers' willingness to use the community group-buying platform.Gender,occupation,age and other factors of consumers' personal factors also have an impact on consumers' willingness to use the community group-buying platform.Combined with the research conclusion,this paper presents a "to" WeChat ',pay attention to APP development ","norms of management,explore to colonel 'likely","innovative business model,to guarantee the high quality product supply" and"establish content marketing functions,explore structural marketing path",such as pattern optimization advice and marketing strategy.At the end of the paper,the author reflects on the limitations of the research,points out that the future research can continue to make efforts in the aspects of expanding sample data,improving research methods and expanding research perspectives,and looks forward to the future development of community group-buying.