Study On The Success Of Online Group-buying-Based On Customer Loyalty Perspective

In recent years,as the application of internet grows,many e-buying patterns appear and among all the patterns group-buying is becoming a popular model.As the group-buying pattern developed many problems developed,such as simple pattern,similar products,low in produce and service target,suppliers lack of service quality and rules.Those lead to the dissatisfaction of customers and deduced passion will block the development of this industry.Therefore the fostering and keeping customer is the focus point in the model.This paper researches from the angel of customer loyalty.First,through the study of related papers,deepen the knowledge based on original internet group-buying pattern and information system theory and base on the actual condition to gather and analyze data which is used to establish the inter connection among information quality,system quality,service quality,perceived value,customer satisfaction and customer loyalty(include customer word of mouth and customer repeating buying).Second,based on the success model of group-buying,study the effective direction and intensity of different group-buying models to see if there is any significant difference.Final,this paper establishes a useful CESGW which combines with fuzzy set CFCS method,DEMATEL method,ANP method and GRA method(FCDAG)to test the model and widen the study of group-buying behavior.The outcome of this paper will help enterprise to discover the factors which influence customer loyalty and thus improve the deficiency in the website.This will bring a better service to the targeted customer and increase competitiveness which will help the healthy development of the industry.