Research On Influencing Factors Of Customer’s Continue Buying Intention In Hotels Online Group Buying

With the development of e-commerce in China, the Internet is entering into a newstage of rapid development. In such an environment, after2012’s "HundredRegiments" reshuffle, the Group Buying coming a relatively stable period. Meanwhile,with the increasing number of internet users in China, the expanding of Group Buying,the Hotel Online Group Buying as the largest one in the Group Online Buyingreached￥1.839billion with a increase of303.29%by the survey in2012. The abovediscussion illustrates the Group Buying as an important e-commerce modelincreasingly affecting the daily life of consumers, and the Hotel Online Group Buyingas a new ways for consumers to book hotel towards the normalization.This paper based on the unique characteristics of hotel, analyze the influencingfactors of continue buying in Hotel Online Group Buying. The first of the research isa combination of classical TAM model to analyze the factors affecting the satisfactionof consumers in Hotel Online Group Buying and then based on the study of theliterature and the characteristics of Hotel Online Group Buying, finding out thevariables: personal factors, brand preference, the underline experience. At last,analyzing of the relationships between independent and dependent variables, and todetermine the final route study based on SEM.The practical significance of this paper is to analyze the factors influencingcontinuing buying in Hotel Online Group Buying accordance with the results oftheoretical research, improving consumer satisfaction、building customer loyalty andthen continue to buy, as well as bring more profits and finally the company will havea constantly self-improvement in the process.