The Empirical Study Of Online Group-buying Behavior Characteristics And The Influencing Factors Of Chinese New Generation

Standing on the position of the new generation customers in China and usingthe quantitative research method, this research analyzes the online group-buyingbehavior characteristics of new generation customers, and makes a preliminaryunderstanding of their attitude at mobile group-buying service. At the same time, bythe method of factor analysis, this paper analyzes and summarizes eight impactfactors when the new generation customers choose a group-buying website, factorsas follows: refund service, resource freshness, interaction, website’s word of mouth,quality of group-buying, price of group-buying, resource richness and personalgroup-buying habit. On this basis, this paper makes a further discussion of thedifferences on the online group-buying behavior and the impact factors between themale and female new generation customers, and the80’s and90’s new generationcustomers, and then the paper puts forward corresponding marketing advice for thesedifferences, in order to provide advices for the online group-buying industry’s futuredevelopment.