A Study On The User’s Willingness Of Use Online Catering Group

With the development and popularization of Internet technology,there has been a new e-commerce model-the network group.Network group that originated in the US in2008,Groupon coupon site listing,turnover of more than US $1.5 billion in two years,then the business model rapidly became popular in the world.2010,the model into China,China was born a number of similar sites,the current China is mainly based on the service network to buy the main,after investigation found that the development of food and beverage network is particularly prominent.The model for consumers,not only can obtain information in a timely manner,enhancing the consumers right to know and the initiative;you can also reduce the risk of consumers for information such as;The model for merchant,this channel through the Internet,businesses can quickly expand its visibility,reduce promotional costs,attract a large number of consumers.However,as the network group mode is simple,easy to copy,weak regulatory mechanisms,business and Web site problems,such as lack of honesty,causing collapse in consumer buying enthusiasm,online group-buying market downturn.Therefore,this paper focuses on how to improve the user’s willingness to buy food and beverage.In order to promote the healthy development of food and beverage group,this paper draws on a large number of domestic and foreign scholars,and for has in-depth interview,select the independent variables of the word of mouth and perceived risk,perceived value of intermediate variables and the dependent variables of the willingness are used to construct the dimensions of each variable and the measurement table,and then in Shanxi through the issuance of the questionnaire to collect data,paper total issued 240 copies questionnaire,actual recycling effective questionnaire 222 copies,last on its for empirical research,Obtained conclusion showed that:(1)Catering word-of-mouth network is composed of three dimensions,the number of reviews,the quality of reviews,comments titer;catering group purchase consumers’ perceived risk is composed of privacy risk,product risk and economic risk of the three dimensions of perceived value;The perceived value of the catering group purchase consumers is composed of three dimensions: the website function value,the service value and thesituational value(2)Catering word-of-mouth network and the dimension degrees(comments number,and comments quality,and comments effect price)have a significant positive impact on the perceived value of consumers,and the most significant impact on comments;catering and various dimensions of perceived risk have a significant negative impact on consumers’ perceived value,and product risk is the most significant;catering consumers perception value and the dimension degrees(website function value,and service value and situation value)has significant positive impact on consumers’ willingness to use,and the most significant impact on service value.Catering perceived value play the role bridge ofbetween internet word-of-mouth,perceived risk and willingness to buy.According to the above research results,this paper puts forward some suggestions on the development of China’s catering group buying:(1)strengthen attention to iwom,pay attention to online WOM effect;(2)reduce the level of risk perception;(3)complement the design of the site and the products and services,improve consumers perceived value.