| In recent years, the group buying develops rapidly in China. When consumers face so much homogeneous product they will think of price,brand,quality,level of service,etc. Therefore, studying these factors how to affect consumers buying behavior has important practical significance to expand sales.This study will be based on the perceived risk theory and explore product price and brand awareness of shops how to affect the perceived risk of group buyers,and this theory is often used to explain and predict the buying behavior of consumers. In this paper, the research process is divided into three parts:(1) Constructing the research model and proposing hypotheses.(2) Collecting data, a total of 300 valid data were collected through the questionnaire.(3)Analyzing data, this paper carried out the data analysis through Pearson correlation analysis and linear regression analysis by statistical software SPSS 20.0, and obtained the following conclusions:(1) Product prices and perceived risk(each dimensions) of consumers have a significant positive correlation,and gender plays a positive regulatory role, and perceived risk of women is higher than men. 2 store brand awareness and perceived risk(each dimensions) of consumers have a significant negative correlation,and the regulatory role of gender on this relationship has not been verified.Finally, conclusions are analyzed and discussed, and then on the basis of research priorities and conclusions of this study this paper puts forward relevant marketing proposals for business. About prices, the price should be determined according to the actual situation of their own store, and under the premise of not damaging customers benefit and quality assurance, as far as possible to lower prices; About brands, businesses should focus on long-term brand investment, expanding brand awareness, more importantly, focus on training IWOM and maintaining customer relationship. |
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