A Study On The Online Group-buying Of College Students Based On Lifestyle

Network group-buying brings a certain amount of consumers with the same purchase intention to form a group, and then batch purchase to the common merchants, by means of Internet, known as B2T (Business To Team). It’s a new e-commerce pattern after B2B, B2C and C2C.The earliest group-buying site in the United States is Groupon, which went live in2008. In recent years, especially after2010, network group-buying detonated the network buys market and group-buying sites sprang up like mushrooms after a spring rain. And then network group-buying has become a new way of purchasing. Statistics show that, compared with the network buying users, network group-buying users are more focused on college students. To investigate the characteristics of college students’network group-buying in order to analysis and explore the decision-making process and its influential factors of college students’network group-buying behavior, has important significance to promote the healthy development of the e-commerce and improve the management level of the merchants.Lifestyle is an effective means of market segmentation, having important influence on consumers’behavior. The college students congsumer group have specific lifestyle different from other congsumer group.At the same time, the fundamental assumption of this study is:within the huge consumer group of college students, different college students have different lifestyle, because of differences between grade, major, gender and so on; college students of different lifestyle have different network group-buying behavior. This paper summarized the domestic and foreign correlational research achievements, object on college students at weihai, mainly using the interviews and questionnaire investigation method, disscussed the lifestyle and network group-buying behavior of college students.First of all, factor analysis the college students’lifestyle,7lifestyle factors were extracted:confidence-achievement factor,social-leisure factor, rational-consumption factor, family-ownership factor, realistic-frugal factor, personality-self factor. fashion-impulsive factor. Then using k-means clustering method, divided the college students into three types:fashion-impulsive type, traditional-intellectual type and social-achievements type. Significant tests of different lifestyle types in the differences between the various factors dimensions were conducted with ANOVA, and the results showed that different lifestyle type of college students had significant differences on the lifestyle factors, so lifestyle can be used as the standard of college students’market segmentation.Secondly, on the basis of lifestyle segmentation, the differences of demographic characteristics and network group-buying behavior between different lifestyle types were discussed through a chi-square test and cross analysis. The results showed that college students of different lifestyle types had great differences in grade, major, monthly living expenses and Internet time, and had great differences in group-buying motivation, information source, attention attribute, group-buying site, frequency, costs and types.At last, according to the above three different lifestyle types of college students, this paper summarized and described the demographics and the characteristics of the network group-buying behavior, put forward the corresponding network group-buying differential marketing strategy, and provided the basis for the network related marketers to develop targeted marketing.