A Study On The Influence Mechanism Of Group Buying Product Characteristics On Consumers' Group Buying Intention

As an emerging business model,the purchase model represented by Pinduoduo has sprung up in the e-commerce field,and Jingdong and Taobao have set up buying channels.In the past,group buying research mainly focused on the group-buying model of group of strangers represented by Groupon,and the “team purchase” model represented by many people relied heavily on the social environment of acquaintances in the mobile Internet environment.From the perspective of corporate competition,understand why consumers like to buy through "Pin" ? Which kind of product do they like? It is very necessary to understand the characteristics of the group-buying products and how to affect the consumer psychology and other issues.The purpose of this paper is to study the group-buying products as the research object,to explore the characteristics of the group-buying products purchased from the perspective of consumers' perception,and the influence mechanism of group-buying product characteristics on consumers' group-buying intention.This study is based on the literature review of group-buying products and the finalizing interview survey.Through the questionnaire survey and factor analysis,we summarize the five dimensions of group-buying product characteristics: low price,quality,accessibility,gamify and time pressure.Then,we further discussed the influence of the group-buying products characteristics on group-buying intention through questionnaire survey.We collected 428 questionnaires through online questionnaire,and made statistical analysis of the data through SPSS and AMOS.The research results are as follows :(1)the five characteristics of group-buying have a positive impact on consumers' group-buying intention.Low price,quality and accessibility have positive effects on initiating and participating in group-buying.Gamify and time pressure only have positive effects on initiatinggroup-buying.(2)The influence mechanism model of group-buying characteristics on consumers' group-buying intentions has been verified.The transaction value and hedonistic value of consumers are the key psychological processes for consumers to initiate and participate in group-buying.(3)The transaction value of consumers plays an intermediary role in the influence of low price,quality and accessibility of group-buying product on the intention to initiate and participate in group-buying;Hedonic value plays a mediating role in the influence of gamify and time pressure on group buying intention.(4)Purchasing situation and product type have a moderating effect on consumers' transaction value and hedonic value for group-buying product characteristics.Therefore,the inspiration of this paper is that when designing how to present a group product,the merchant should adopt an efficient design strategy.Businesses should not only consider the presentation of low price,quality,accessibility,gamify and time pressure,but also consider that different purchasing situation and product categories should be classified and designed.For example,when strangers purchase the situation,they should highlight the quality of the product,which will attract consumers more.When the product belongs to the search product,the group design should focus on highlighting the low price of the product,which is more attractive to consumers.When the product belongs to the experience product,the group design should emphasize the gamify,which is more attractive to consumers.At the same time,there are some limitations in the research process of this paper,such as the product category is not broad enough.Finally,we put forward some suggestions for further research in the future.