Research On The Influencing Factors Of Consumers’ Willingness To Purchase Online

With the simplification,mobility,and popularization of social media software such as WeChat and Weibo,people’s social interaction costs have been greatly reduced,and the"social attribute" online group buying model has quietly emerged.The so-called online group purchase is that the merchant determines the group purchase scale and product price.Consumers use their social relationships to initiate group purchases online to obtain price discounts and value-added services.Online group purchases are organized on the Internet platform by the initiators of group purchases to gather consumers(group purchases)who have the same needs for the same product or service,so as to achieve the purpose of price promotion,saving freight and other money or related benefits.This article selects WeChat as a scenario for online group purchases.Compared with open network communities such as Weibo and Facebook,WeChat has a strong and weak relationship between users in WeChat because of its unique semi-closed scenario,which is more conducive to introduction.Research on the strength of social relations.The main factors affecting the intention of participating in group purchases in online group purchases are the strength of the relationship with the information sharers of the group purchase and the scarcity of goods in the promotion characteristics of online group purchases and the technology of the platform.The perceived value of the feature.Therefore,this study explores the influence of the strength of the relationship with share-sharing information sharers,the scarcity of online rush-purchased goods,the technical characteristics of online rush-purchase platforms,and the perceived value of consumers ’online rush-purchase on consumers’ online rush-purchase willingness.In this study,569 valid questionnaires were collected in a formal survey through a questionnaire survey.The study found that:the scarcity of online purchases of goods(limited scarcity,time-limited scarcity)positively affects consumers’ online shopping willingness;technical characteristics of the online shopping platform(Knowledge,interactivity,and security in the online shopping platform)positively affect the perceived value of online shopping consumers;the perceived value of consumer online shopping group buying is positively affecting consumers’ online shopping willingness;consumer online shopping The perceived value of group purchases plays an intermediary role in the scarcity of online purchases(restricted scarcity requirements,time-limited scarcity requirements)and consumers’ online purchase willingness:the perceived value of consumer online purchases in group purchases is based on the technical characteristics of the shopping platform(spell Knowledge,interaction,and security in the online shopping platform)and consumer online purchase willingness;it plays an intermediary role;the strength of the relationship with the information sharing of the purchase information is the perceived value of the consumer online group purchase and consumer online purchase willingness Play a regulatory role between.