| Group-buying online, international known as B2T (Business To Team), is a kind of model that consumers contact enterprises for business through the network. As the development of electronic commerce and Web2.0, the pattern of group-buying has changed gradually. Groupon Founded in November 2008, firstly combined Web2.0, electronic commerce, Internet ad with off-line model, and initiated group-buying2.0. In the following, group-buying2.0 emerges as a new pattern of consumption and model of business all over the world.This thesis summarizes three patterns of online Group-buying, also analyzes communication characteristics, reasons of flourishing and existing problems of group-buying2.0. Additionally, with reference to current research of internet consumer, this paper systematically explains consumption characteristics and psychology of consumer in group-buying2.0, from perspective of audience analysis in communication.Study Reveals that consumers of group-buying2.0 are mostly white-collar worker (about 20-30 years old). they are good at hunting for novelty and have a certain consumption demand, but they comparatively lack consumption capacity, so they are likely to enjoy group-buying service. Researches also find that with regard to the number of consumer in group-buying2.0, women are more than man; as for the activity, index of women are also higher than man. The psychology action of consumer in group-buying2.0 includes five elements:fail to stand up against temptation of low price, pursue for fashion, psychology of Conformity, satisfy the needs of social activities, and seek for delight and satisfaction of spirit.Although a raft of questions is exposed, in general, consumers are bullish on the prospects of group-buying. Currently, group-buying market is in chaos, it has its source in deficiency of credibility in homogenization competition. Therefore, it is a long-term to build a perfect credibility system of group-buying enterprises and system for safeguarding the rights of consumer. |
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