The Influence Factors Of The Western-style Meal Customers' Online Group-buying Purchase Intention In Hengyang

In these years,with the rapid development of online group buying market,consumers who intend to participate in online group buying for food and beverage are getting more and more,but the market share of the western-style meal consumed through online group buying is very small.So,it is very necessary to explore these factors that promote the consumers' willingness to participate in online group buying.The population of this research includes the group buying consumers of Hengyang city.169 available samples are got under simple random sampling.The descriptive statistic shows:from the gender,women occupy the most part of samples;from the age,below 35 level is the main group;from the education,consumers with a college degree are the most;from the income per month,below 4000 yuan level is the major part.The T'test and one-way ANOVA show gender,buy experience and so on have a significant impact on consumers' willingness to participate in online group buying for the western-style meal.The Regression analysis shows consumers' willingness to participate in online group buying for the western-style are influenced significantly by perceived Website quality,perceived merchant quality,normative conformity and web information conformity.According to this,in order to attract more consumers to participate in online group buying,this paper suggests the website and the sellers optimize website and enhance the consumer experience under the line according to the research results.