The Construction And Empirical Study Of Food Group Purchase User Consumption Intention Model

With the rapid development of science and network technology, networkconsumption has been a huge development，especially group purchase,which has gota dominant position in the network consumption economy. This paper adopts methodof literature study and empirical study, based on the user experience related theory,and makes an empirical study on the influence factors of food group purchase user.This paper verifies the Dian Ping’ comment system through the empirical results ofthe factors affecting food group purchase user consumption intention,then putsforward improvement opinions and suggestions.At first, this paper collates and summarizes the current status of consumerbehavior and consumption intention model through literature research. Meanwhile,this paper aims to understand the current group purchase user’ perceived valuedimension through questionnaire investigation and statistical analysis. Thereby, Itcan be more accurately define the key factors influencing the group purchase user.Secondly, based on the theory of consumer behavior and perceived valueresearch, this paper constructs food group purchase user consumption intention model,which includes four factors, product value, added value, environmental value, servicevalue.Then, this paper analyzes the affecting factors of food group purchase userconsumption intention model in view of the college students through investigationand fact analysis. From the perspective of actual users perceive verify the networkconsumption behavior and influence factors of relevance. Data through SPSS factoranalysis, correlation analysis, variance analysis, verify the hypothesis.Finally, this paper discusses the possible reasons of the empirical survey dataresults based on the previous study, combines the network group purchase presentdevelopment situation to make the suggestions and countermeasures forGroup-buying businesses and websites.