Influence Of The Perception Of Network Group-Buying On Purchase Intention Of University Student Under The Influence Of Reference Groups

The rapid development of Internet provides a good environment for online shopping platform,from the typical B2C model, such as Jing dong Mall, Amazon, to the development and growth ofC2C growing patterns, such as Taobao. You can see these shopping sites is in fierce competition, andthe phenomenon occurs of the survival of the fittest of mergers and acquisitions. In recent years, therise of group buying online shopping network offers a new experience model, online shopping servicetype and scope of greatly expanded. But at the same time, the network marketing model does not buythe online shopping patterns and general distinction, a far cry from the Western group buyingindustry, so go buy the network ’s development model is a worthy concern.On the other hand, college students as a representative to accept new things, buy the networkplays the role of the main force. Students now showing online shopping ahead of consumption, thecomparisons show off phenomenon. Students in the life and values formation stage, discernment ofthings are not mature enough, vulnerable to outside influence blindly, chase the trend, so it isessential to guide rational consumption. Meanwhile, the characteristics of the student populationliving around the students also determines their purchase behavior. So buy reference groups amongcollege students in the role of consumer behavior is particularly important.Paper prepared in advance of the interviews in the college network buy perceived value,perceived risk, a possible reference groups each dimension, the perceived value of which arefunctional value, emotional value, network-to-use value; perceived risk for the service risk,psychological risk, time risks and privacy risks; reference groups, including aspects of the initialdimensions constitute the reference group influence informational and normative reference groupinfluence. In the interview process, the paper will affect consumers perceive a clear willingness tobuy, and then validated in empirical research perceived value and perceived risk for each dimensionof the role of willingness to buy different weights, and explores the influence of reference groups,the perception of how the role of on purchase intention.The main conclusions of this study are the following:1, when the reference group support is high, which is to support the purchase or more positiveevaluation, consumers while increasing awareness and willingness to buy, and the willingness to buysmaller rate of increase than the perception. When the reference group support is low, that is moreopposed to the purchase or negative evaluations, consumers while reducing the perception andwillingness to buy, the same rate of increase willingness to buy smaller than perception. When the reference group support general, consumers perceive and purchase intention will still declinedslightly.Two different reference groups under the influence of the overall perceived value and overallperceived risk showed a significant difference, in which functional value, emotional value, servicerisk and psychological risk in different reference groups support under significantly different, but thenetwork to use the value of time risk, the network is no significant difference in risk.3, the network buy perceived value of each dimension and the overall positive correlationStudents willingness to buy, but show different characteristics of each dimension. Analysis foundthat for each dimension, the function value on purchase intention of the most significant impact.Students consumers are more concerned about the price, the authenticity of information and otherfactors. Students sentimental value is referenced when consumers buy another important factor, themerchant’s attitude and communication process determines whether a pleasant shopping intuitivefeelings. Internet use among college students buy Factors influencing factors had no significanteffect, college consumer usability of the network was not sensitive.4, the network buy perceived risk and purchase intentions overall negative correlation, but showdifferent characteristics of each dimension. However, the sample can also be seen, if the price is lowenough, consumers will ignore the quality factor, the vast majority of students will not be because ofthe low discount doubts about the quality of products, so as not to buy the products. Second, thepsychological risks include risks due to face embarrassed to use college students buy tickets, as wellas fear for their discriminatory treatment by businesses and other issues, but also the junior majorconcern for consumers. Research also shows that the risk of privacy concerns Students insensitive.This paper investigate the influence of different groups of students with reference to consumerperception and purchase intention mechanism of action, noting that businesses can take advantage ofbuy site and buy consumer behavior, through the rational use of discounts and time, pay attention tothe orientation of the reference group and other related marketing means to enhance consumer ’sperceived value to reduce the sensitivity of the potential risks. Both for the students when thenetwork buy rational consumption, to avoid misunderstanding provide useful guidance. This paperprovides valuable reference for further study, has a certain theoretical and practical significance.