The Study Of Consumer Behavior Under Dynamic Group-buying From The Theory Of Observational Learning

Under the background of e-commerce’s era, online shopping has become an important part of the consumers’ consumption life. This demand has also led to the formation of variety forms of online shopping. Therefore, it’s necessary to research and explore the consumer behavior under the different forms.Since2010, the online group-buying, as a new mode of online shopping in China, has experienced a rapid rise in a few short years. But we can see, compared with the good market prospects of online shopping market, the group-buying industry situation is very serious. Therefore, how to succeed in the huge market situation is a problem that worthy of consideration.In the previous studies, researchers established a variety of network shopping situation theory of consumer behavior, some in the perspective of group-buying, and some in the perspective of consumers. Literatures also show that social learning theory has been widely applied in the field. But there is still insufficiency about how social influence factors affect the consumer behavior under the dynamic group-buying form. Therefore, we would like to analysis the trading data of a large group-buying website, combine with the dynamic group-buying factors, social influence factors, business factors, individual of consumers and product related factors and so on to establish a appropriate model, to study the consumer behavior rule. It would provide some theories for group-buying mode of reform and innovation.Overall, we used the MetaStudio to collect the data from Tmall yushou, and after some transformations, use STATA12.0to do the panel data analysis. Research results show that:1. Consumers would show different decision-making behavior and laws when they buy different types of products (search and experience product),2. Under the dynamic group buying situation, how the product discount affects the number of new group arrivals is very complex.3. The dynamic threshold value has a significant impact on consumers only when the product type is experience.4. Observe learning effects can affect the consumers’ purchasing behavior, and this mainly characterized by that historical sales have a significant positive effect of the increase of the new arrivals.5. The study also found that price discount and the consumers shopping experience level can affect the observational learning effect.6. We also discussed the factors of time. On the one hand, we found that the laws of online shopping behaviors of consumers every day, time of9:00-15:00and21:00-24:00are shopping rush hour. On the other hand, dynamic group-buying has an obvious start effect and end effect in the whole group.