Study On The Influencing Factors Of Online Group Buying Consumers Buying Behavior And Countermeasure

At present,Internet technology continues to be popularized and developed,and network business has also become one of the largest Internet industries.At present,the mode of ecommerce has changed greatly,so that the shopping mode of online group buying has become full of features,and because of online group buying,it provides a new type of consumption mode experience for many ordinary consumers.definition of online group buying refers to the relevant e-commerce platform to integrate the consumption demand,that is,to gather these consumers together,and form an effective collective of these demanding consumers and carry out the purchasing activities of demand,and finally use a lower commodity price to let these demanding consumers purchase the same products together.At present,online group buying,a new form of shopping,has only developed for a few years in China,but its emergence has injected blood into the original online shopping mode.At the same time,consumers who already have online shopping experience have attracted a lot of attention.At present,however,as far as the current development is concerned,it also has different degrees of social problems,such as the inconsistency between commodity description and implementation,or product quality defects.Therefore,this paper defines the related concepts of online group buying by indexing and reading the relevant literature about online group buying on CNKI,and sorts out the relevant dimensions of the influencing factors of online group buying consumer behavior.Through the formation of the corresponding questionnaire,after recycling,data processing and data analysis.We hope that we can make a more scientific empirical analysis on the influencing factors of online group buying consumer behavior from these data.In the study of online group buying in China,the consumer intention can be transformed into the final purchase behavior,and also provide some group buying website operators with how to better to meet the effective needs of consumers,let consumers willing to participate in group buying activities,and also provide some guidance and suggestions for the development of China's online group buying market.