A Study On Online Group-buying Users’ Repurchase Intention:

A new kind of online group-buying business model, supplying with several very low discounted products or services mainly in meals and entertainment every day, not only provides a new purchase channel which is cheaper and more convenient for customers, but also links the offline services with online sales. It is really a huge innovation of traditional online shopping model. Since2009, the group-buying business model is popular around the world, with numerous new appearing group-buying websites and the explosive growth of user scale. However, behind the high-speed development there are kinds of issues, like the deficit of advertising and resource costs, low-quality products and services, leading the whole industry to cold winter since2011. Opposite to the huge number of registered users, the repurchase rate is quite low. Thus, a study on online group-buying users’repurchase intention is not only a further research on customer online behavior, but also benefits the management practice on online group-buying industry.Through the investigation on the related researches both at home and abroad, currently there is a void in the new online group-buying business model area. Based on the classic theories in online customer behavior research area-Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Trust Theory and Satisfaction Theory, this dissertation selects6factors of perceived ease of use, perceived usefulness, satisfaction, trust, subjective normal and behavior intention, and builds structural equation and measurement equation with the method of Structural Equation Model(SEM), and makes the hypotheses. After the data are collected via online investigation websites, SPSS13.0is used to do sample statistic analysis. According to the results of model fitting and assessment with LISREL8.70, the following useful conclusions are acquired:For experienced group-buying users, the way to improving user satisfaction is not a simple and ease-to-use purchase procedure but the value creation for users; Users’ perceived group-buying usefulness not only includes low prices, but also depends on the convenience of collecting products and services information that helps to buy the right things, but currently in the eyes of users, convenience is major value of the group-buying; Trust is another important factor that influences user satisfaction, though users haven’t much trust on group-buying websites and vendors; Users’ perceived usefulness and satisfaction are the key to repurchase; Group-buying repurchase is a self-control individual behavior that is free from the influence of people and medias around. Finally, based on those conclusions derivated from empirical research, some suggestions for health development and solutions to current problems in group-buying industry are brought up.The innovations lay on:Creatively focus on the new online group-buying business model from an angle of customer repurchase intention, and combine TAM, Trust theory and Satisfaction theory, according to the characteristics of group-buying model, to explore the factors influencing user repurchase intention, discovering some valuable conclusions:perceived usefulness has larger influences upon repurchase intention then satisfaction does; and trust’s impact on satisfaction is huger than perceived usefulness’s. Meanwhile, combined with the conclusions, some useful suggestions are given for the current problems in group-buying industry. For example, as to the low trust on group-buying websites and vendors, since the study has proved that the trust has great impact on user satisfaction, and indirectly influences repurchase intention, it is necessary to improve users’ trust through some actions like monitoring vendors’ operation and websites’ privacy protection.