Reduce Uncertainty Of Consumer’s Perception In The Group-buying

Group-Buying is a new e-commerce shopping patterns online, consumers gain lower commodity discounts through the aggregation of consumer demand, businesses profit by puerile or cheap advertising activities through online shopping, buy web site earn Commission from businesses, this is a win-win business model. Since2010Group-on buying mode entered into China, group-buying pursuit by the consumer and capital markets, it is seen as a consumer revolution by people. Enter2011, which is the industry of group-buying rapid development---ups and downs of the year, from the beginning of the year there are1000group-buying web, the number increased to ten thousand in the middle, however, half of the buy industry has begun a bitter integrated shuffle the collapse of thousands of small and medium-sized buy site, along with the site boss escaped and absconded. Nevertheless, Buying Online transactions totaling (?)21.632billion in20in China in the last year, on the one hand, a large number of buy site failures, and the other aspects of the buy transaction volume has surrendered an alarming respondents, such a market paradox is full of confusion.The uncertainty in the online shopping is always the main reason of many consumers hesitate to participate in shopping, despite the uncertainty was seen as a major obstacle in the network transactions, especially for the network to group-buying this emerging e-commerce model, uncertainty of the impact will be more prominent. At present, the group-buying have a lot of problems, such as the uneven quality of the buy site, consumer satisfaction lower than expected, money safe and buy web site hidden dangers, the phenomenon of "buy" non-rational impulse purchases.... the uncertainty and complexity in the group-buying is increased.The thesis will draw on the theory of network at home and abroad to group-buying as well as principal-agent theory, trust theory.consumer behavior theory and so on. The group-buying site in China (the Group-on mode) as the research background, we will analysis of uncertainty on Group-buying Online and explore what factors will cause uncertainty in the group-buying, and try to establish the uncertainty of the model in Group-buying Online. Paper will mainly study the following:(1)To discuss the uncertainty of the impact for the customer decision-making behavior on the group-buying:the object of the thesis is our group-buying consumer (Group-on mode),from uncertainties affect buy consumer purchase intent to start, analyzes and discusses the uncertainty on the group-buying of the impact of the decision-making behavior.(2)To explore why the uncertainty is the barriers to online shopping: the uncertainty in the process of online shopping will cause the principal-agent and moral hazard adverse selection (hidden information behavior), these two types of behavior throughout the network to group-buying of the industry’s development have serious harm, likely to cause a poor user experience of consumers, and while negative word of mouth will affect the new consumers to join the group-buying.(3)To explore what factors cause uncertainty in group-buying Online:, Paul A.pavlou in their study, noting that the perception of information asymmetry, the fear of opportunism, information privacy, information security problems will lead to online shopping uncertainty, these four factors are affected by the trust, website information, products, diagnostic, social presence. Group-buying Online compared to the general online shopping has its own specialty, the paper will go through consumers depth interviews and the summary of the thesis to extract the impact of uncertainty factors.In the model validation section, the consumers of the main stream group-buying site as respondents, and collected209valid questionnaires, the use of the SPSS15.0test the reliability and validity of the questionnaire, and then use the structural equation model AMOS7.0software to test and verify assumptions and research model for empirical research. Findings show that:(1) perceived uncertainty have a significant impact on the group-buying wishes;(2) the level of participation has a significant impact on the group-buying will (3) information asymmetry has a significant impact on the perception of uncertainty;(4) the trust of consumers to buy site has a significant impact on the fear of opportunism and information asymmetry;(5) the social impact have a significant impact on the fear of opportunism and asymmetric information;(6) social existence have a significant impact on information asymmetry.These conclusions for the buy site has a very important practical significance. However, due to the reasons of the paper sample collection is incompletely, the fear of opportunism affected uncertainties and social existence affected the fear of opportunism of these two assumptions does not significantly support.these assumptions could be set up future research in the need for more rigorous empirical research.