Research On Online Group Buying Behavior Mode And Its Influencing Factors For College Students Of Sichuan Province

With the rapid development of electronic commerce, online group buying (OGB)arises at the historic moment. The OGB behavior is a new online shopping pattern, isalso a good combination of e-commerce and group buying. Groupon was launched inAmerica in November2008, which achieved great success. After that time, owing to itssuccess, the OGB became very popular in china in recent years. Since2010early, a lotof group-buying websites which imitated Groupon-mode were established successivelyin china, So far the number of group-buying websites has reached more than onethousand，and its scale and quantity are still increasing constantly. Consumers can getthe group buying discount which are lower than the market price and better serviceswhich can not be provided separately. The OGB is receiving the extensive concern ofdomestic consumers, suppliers and enterprises, relevant e-commerce websites and evencapital markets day by day as a kind of new developing e-commerce mode. The rapiddevelopment in a short time of OGB will inevitably lead to the unbalanced developmentin different area, the influence and market share of group buying also exist regionaldifferences.This paper takes the social survey as research methods, takes the main potentialconsumers of the OGB, that is college students, as investigated subjects, combines withthe domestic and international research on the status of OGB. From the point of view ofcollege students’ group buying behavior of Sichuan province, the survey clearly showsthe personal consumer information, the awareness and active participation of OGB, theway of knowing OGB, the important factors and products of OGB, existing problemsand proposed recommendations.The investigation results show that the consumptionability of college students in Sichuan has been greatly improved than in the past, but thespending for OGB is still in a lower level, the great contrast between consumptionability and the spending for OGB shows that the OGB market is still huge in this region.Internet and classmate’s recommendation are two main ways which college studentsknow the OGB, at the same time, classmate’s recommendation is also the mostimportant reason for college students to participate in the OGB for the first time. Dining and leisure are the main group-buying products for college students. The group-buyingshare enthusiasm of female college students tends to be more active, and they are morevulnerable to be attracted by the cheap price, while male college students often paymore attention to the using urgency of goods, however, they are more likely to becomeloyal consumers of the OGB. The worry, such as product quality, publicize false andpayment security, are the most problems college students consider during the process ofthe OGB, the above problems are also the important factors to hinder college students toparticipate in the OGB. Improving product cost, promoting the credit of merchants andwebsites and perfecting and strengthening consumers’ rights system is the necessarycondition for the OGB to obtain a healthy and long-term development.