The Research On The Factors Of College Student’s Online Team-buying Intention

In recent years, the rapid development of online team-buying, users and total dealsgrow rapidly. Team-buying has become an important form of online trading, it hasplayed a positive role for promoting the prosperity and development of networkmarketing in China, promoting life services network. College students, as youngfashion consumer receptive to new things, it is an inevitable prevailing in campusnetwork group. Judging from the present situation, team-buying has become popularon campus and the development of power is rapidly. Campus is becoming a greatpotential market for team-buying, so more and more coupon sites pay their eyes on thismarket.In the past, almost study are about Internet purchases, few scholars study onlineteam-group, even less scholar is willingness to take a new study on purchasingbehavior about groups of college students. This paper based on the study of pre-scholar,according to college students building the mold that factor about team-group intend.We hope that through this paper team-grouping website can find a way to have awonderful method to attract more college students.Through literature searches and combed, the factors influencing college students ’network group wishes area about product, reference groups, time pressure, websiteimages. We see S-O-R model as theory framework, products factors, and referencegroups, and time pressure, and website image as stimulus factors (S), active moodreaction and perception value as intermediary variable (O), purchased wishes asreaction (R), we build out the theory framework based on S-O-R to find out the factorseffect students network buy wishes, and propose research assumed, building outassumed model. Combined with domestic and foreign scholars have developed maturescales and specific research background paper questionnaire was designed andconducted a questionnaire survey and data collection. Then, using SPSS16.0softwareand Amos17.0software to analyze the data collected, and the hypothesis proposed forvalidation. Finally, based on empirical results presented the following conclusions::(1)Outside stimulus of products factors, and reference groups, and time pressure, andwebsite image four dimensions have a significant positive impact on college studentsteam-buying intentions;(2) The active mood reaction and perception value are both positive related to the college students team-buying intentions. Positive emotionalresponses plays a greater infect on College Students’ willingness to buy the networkthan partially mediated effects.(3) A positive emotional response and perceived valueexists between external stimuli and college student’s team-buying intentions.