The Research On Users Of Group Buying Websites Continue To Purchase Behavior

Along with the rapid development of Internet and electronic commerce rapidpopularization, more and more people are accustomed to online shopping, a new way ofshopping-group also got the favour of broad netizen, groupon has gradually enteredpeople’s field of vision, has attracted more and more attention.According to the ChinaInternet network information center (CNNIC)31times China Internet networkdevelopment state statistic report shows that as of December2012, China’s online shoppingusers to scale up to242million, the network shopping utilization rate up to42.9%,including that coupon field data shows that groupon subscribers to83.27million in China,the utilization rate increase2.2%to2.2%, groupon users full-year growth of28.8%,continue to maintain relatively high growth rate of users, group buying services, as a kindof consumption patterns in the client has taken root, in the local consumer e-commerce,real deals and travel bookings, wins the stable groupon users group has formed a stablegroup of consumer behavior patterns. In such cases, how to successfully attract and retainold customers become the key to success of group-buying websites.Existing literature study of groupon users continue to purchase behavior is relativelylacking. Information system, this paper continues to use the research framework,combined with relationship marketing, analysis the influence factors of the network groupbuying users continue to purchase behavior, puts forward the theory of groupon userscontinue to purchase behavior model, through sample survey to get the data, using SPSS,AMOS statistical software for data processing, the research model was empirically.Research reveals the user perception system of group-buying websites quality, perceivedservice quality, perception of cost advantage, and the user’s immersion experiencerelationship between users and the influence factors, such as continuous purchase behavior.Namely: the awareness, perceived service quality, system quality cost advantage affectsthe groupon users satisfaction and flow experience, perceived information quality affectsthe user’s satisfaction, flow experience, satisfaction, trust, commitment, positive influenceon users intention, the continuous use of the user’s satisfaction affects the user’s trust, thetrust of the users significantly influence user’s commitment to the website, continuous useintention positively influence the user’s behavior, the continuous use at the same time thestrength of the relationship between various influencing factors is given. There is no doubt that the network group buying business ecosystem of users amongthe interest subjects to attract and maintain, system development, marketing promotion, topromote its sustainable development is of great realistic significance. For Chinesegroup-buying websites this emerging e-commerce provide theoretical guidance andpractical countermeasures and Suggestions.