The Research To The Influential Factors Of College Student’s Network Group Purchase Intention

Due to the rapid development of network group buying in the past two years, driven bythe overall number of consumers online shopping is also growing rapidly, the growth rate inthree years remained at50%level, by the end of2013, the network shopping dimensions ofthe total number of users has224million people, online trading types of goods and serviceshas become increasingly rich and perfect, consumer’s network shopping frequency andamount to a certain extent, has improved significantly. But since the second half of2013team-buying continuous cooling, a substantial increases in the number of web sites of decline,the growth of the network group purchase user also become relatively slow down, many websites are also a lot of loss, the service level of the network group purchase the good and badare intermingled, group-buying websites tend to be more serious, the homogeneity ofconsumers’ rights and interests protection problems become more and more obvious. Inbusiness activities in the discussion and research on the enterprise, how to better use of thenetwork, how to stimulate the consumer’s network group purchase motive and interest,prompting consumers involved in the network group purchase in China, this is China’se-commerce enterprises urgently need to solve a problem, want to stimulate consumersinvolved in the network group purchase, we should deeply research in group-buyingconsumers to participate in the network when the influence factors of their purchase intention.The college students is a very important class of people in our network group purchase, so theresearch on college students’ network group purchase is also very important.This paper combed a lot of useful information related to the research content. First of all,this paper defined the concept of the network group purchase, and has carried on the briefdescription to its characteristics. Then, in this paper, the network group purchase consumerspurchase intention of the definition and influencing factors were reviewed respectively intheory. In this paper, and the development of the theoretical model of technology acceptancemodel and the constitute factors to the study of literature. In reference to the original TAMmodel variables, on the basis of many scholars by continuing to refer to other relevantvariables to study the influence factors of network group purchase consumers purchase intention. And as a result of the network group buying has its own characteristics, the scholarsintroduced the online shopping experience, the network group purchase of popularity, thenetwork group purchase risk variables, such as the perceived ease of use, perceived risk,perceived usefulness in long before has been scholars to prove they are the main factorsinfluencing the network group purchase consumers purchase intention, so in this article willintroduce the several variables to study the factors influencing college students’ networkgroup purchase intention. The theory is the foundation of this paper build a model andresearch.On the basis of previous studies, this paper established the purchase intention of collegestudents’ network group purchase of seven influencing factors, the popularity of onlinegroup-buying, perceived ease of use, the network group purchase risk, commodity prices,perceived usefulness, and college students’ individual characteristics, the quality of businessservices. Comprehensive study of the key and the above theoretical analysis, this paper putsforward the research hypothesis and built a purchase intention factors influencing collegestudents’ network group purchase model, in the model in this paper, seven factors werestudied in order to the influence degree of the college students’ network group purchaseintention. In order to ensure perfect in a greater degree of strategy index and using scientificand effective questionnaire, this paper in reference to previous research results at the sametime to collect relevant literature to design the questionnaire. At the same time in order toensure that had a relatively high degree of effective and reliability, before it is a questionnairesurvey on students has carried on the preliminary investigation, according to the experts withrespondents suggested that oneself to a certain degree of adjustment questionnaire and perfect,get the final questionnaire. Finally collected a total of502questionnaires, excluding invalidquestionnaire by446. This paper adopts the statistical method for survey data are:reliability/validity test, correlation analysis and multiple regression analysis.