Research On Customer Perceived Value And Its Impact On Behavioral Intention In Catering Online Group-buying

Online group-buying gathers customers with the same needs together through theInternet to purchase large quantities of goods from businesses. Since March2010, there havebeen a number of similar websites in China, and there are two kinds of online group-buyingincluding entity group-buying and service group-buying, while the later one is the main form,and the catering is the most popular. Because of the simple business model and easy to copy,the group-buying in China is a mess, and various violations of customers’ interests bywebsites and businesses are occurred, so do in the catering group-buying. Customers areextremely dissatisfied with it and lose their enthusiasms.The study introduces the customers’ perceived value theory to explore the developmentof catering online group-buying in the view of customers. On the basis of literature review,this study do small-scale interviews to try to construct the dimensions of customers’ perceivedvalue of catering online group-buying and the measurement scale. Then collect samples inGuangzhou in the form of questionnaires survey. Use descriptive analysis, exploratory factoranalysis, ANOVA analysis, structural equation modeling analysis method to analyze thesurvey data. The results showed: Firstly, customers’ perceived value of catering onlinegroup-buying is composed of five measurement dimensions, they are websites functionalvalue, restaurant service value, emotion value, social value, cost value. Secondly, customers’perception values of each dimension have different impact on behavioral intention, the impactof social value on behavioral intention is not significant, websites functional value andemotion value and restaurant service value has a positive correlation with behavioral intention,so does cost value and emotion value.Based on the above findings, combining the practice of catering online group-buyingdevelopment, this study proposes some recommendations on the catering online group-buying:Firstly, improve the quality of restaurant service to build the customers’ confidence. Secondly,perfect the function and service of group-buying websites to improve the customers’ shoppingexperience. Thirdly, enhance the attractiveness of catering online group-buying, increase theemotional value of customer. Last but not least, highlight the cost advantage of online group-buying, increase the cost value of catering online group-buying.