An Empirical Research On The Influencing Factors Of Consumers’ Purchase Decision Of Network Group Purchase

The network group buying in China has experienced an explosive growth since MeiTuan.com whose mode was copied from Groupon was successfully online since 2010.But as time goes by, various of problems has been constantly exposed with the rapidly expanding of China’s online group-buying industry.Especially in recent years the growth momentum of the group-buying industry is gradually slowing down. More and more group-buying websites have been closed.There are less and less websites continuing to keep running and making profits. High concentration has been demonstrated. Under this background, the network group purchase enterprises must grasp the factors which will influence consumer purchase decision of network group purchase, improve and perfect their own marketing strategy to gain a competitive advantage in the fierce competition.Based on the fully combed research achievements on factors of consumer purchase decision-making,the network consumer purchase decision-making and network group purchase decision-making, the author constructed the research model of consumers purchase on the basis of technology acceptance model(TAM),introducing perceived risk and perceived trust intermediary variables.Through the empirical study, the author confirms the path and degree of which the factors about images of group-buying websites, group purchase business, bulk products as well as the reference group influence the decision of network group purchase.Empirical studies show that the network group-buying perceived usefulness influences consumers’ willingness to group-buying most, followed by perception of group-buying trust; preferential degree of group purchase price of the products not only indirectly affect consumers buying intention through group-buying awareness but also will have a direct impact. Network group buying bad reviews quantity and high praise quantity respectively have a significant impact on the perceived risk and perceived trust. Therefore, it is recommended that the network group buying business enterprise should strengthen group-buying awareness of usefulness, establish good group-buying image, enhance the sense of trust, develop programs in which prices are more favorable and strengthen consumer’s online comments after purchase.Finally, the author summarizes the main contents and contributions and points out the deficiency. the direction of relative research is prospected.