The Influence Of Relational Embeddedness On The Consumers' Intention Of Online Group Purchase

In the current network era,in the background of the in-depth development of network marketing,online group-buying has developed rapidly with the advantage of high cost performance.On the basis of the original network shopping mode,the network group-buying has developed rapidly in terms of user quantity,user stickiness and application scene expansion speed and strength.As a new mode of e-commerce,the network group buying provides new opportunities for the business enterprise and at the same time it brings the benefits and convenience for the consumer,but due to the rapid development of network technology and social networking platform,the communication between the consumers and the social network group members become more and more strong,the influence of the relationship between embedded network a bulk purchase decision to consumer is more and more big,the consumer's purchase intention is constantly changing.In order to increase consumers' willingness to network a bulk purchase,improve the effect of network group purchase,this article selects network group purchase experience of consumers as investigation object,and under the social network perspective,the introduction of brand trust as a intervening variable,to explore relationship between the influence of the embedded network group purchase intention for the consumer.Through the methods of literature analysis and in-depth interviews,this study will be embedded into relationship strength,the standardization and reciprocal three dimensions,brand trust is divided into brand trust and brand trust and brand goodwill quality ability to trust in three dimensions.On this basis,construct the relationship between embedded,brand trust and theory model of group purchase intention,put forward the research hypotheses,and using the statistics software SPSS and AMOS research of sample data were collected for analysis and test.The results show that:The relationship strength of relational embeddedness has the positive effect on the trust of consumers for the brand ability;The normative influence and reciprocity of relational embeddedness have the positive effect on the trust of consumers for the brand quality,brand goodwill and brand ability;The trust of consumers for the brand quality,brand goodwill and brand ability has the positive effect on the consumers' intention for online group purchase.Therefore,it provides marketing proposals for enterprises to strengthen the consumers' intention for online group purchase under the perspective of brand trust and relational embeddedness.