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Chapter One Introduction
1.1 Research Background
With the development of e-commerce market, and network gradually meets persified consumers’ demands, the network group buying, an emerging consumption pattern, has the rapid development in China. Traditional market, merchants monopoly on commodity information, and consumers’ scattered consumption value makes that consumers cannot buy the target product at the price they expect. However, group-buying changed it, and the consumers’ union, not only enhances the consumers’ and merchants’ bargaining power, at the same time, the businessmen also will increase deals and turnover, which furthermore leads to the existence of win-win groups. The Group. com was born in Chicago in November 2008, which spent 7 months breaking even in capital, with net income of more than $50 million in the first year. Then, the first group. com was seen in China in 2009, after the U.S Group. com knocked on our door, and made it keep extending the market, leading to the prosperity along with the concept O2O, in another word, online to offline. In addition, mass of 800, a website studying the development of group-buying, said that till December 31, 2014, the total turnover of 74.75 billion yuan for group-buying was achieved in china market, an increase of 38.87 billion yuan compared with the past year, and the number of people for group-buying approached 1.191 billion, an increase of 587 million compared with a year earlier. Nevertheless, more varying quality of product or service, consumers can not tell the most satisfying products due to their poor abilities of processing product information and the lack of purchasing experience in complicated e-business network world. Thus, the phenomenon we can not ignore is that there exists some irrational purchasing behaviors in spite of the benefit it brings between buyers and sellers as well as the third party called group.com, and these irrational consumption are often seen in young people represented by college students. They always complain that they regret participating in some group-buying for some unnecessary items. Therefore, they doubt their purchasing behavior, and they wonder if their consumption view is right.
1.2 Significance and Purpose
As a huge potential for consumption, especially under the rapid development of e-commerce, it is important for college students to keep the rational mind for consumption in the face of network group purchase. Although network group purchase market obtains the huge development, researchers at home and abroad has limited researches, involving the basic researches on online consumption, respectively from the cognitive value, risk and trust, virtual community and other multiple perspectives to study network group purchasing. As a result, the market of online group market is not mature within a short time. Also, the researches on online group buying, both in quantity and in depth, is still on its early stages. There are lot of studies on psychology of consumers for group purchasing and their consumption behavior, but for the analysis of irrational consumption for group-buying in e-commerce is limited, or zero. Therefore, the paper would seek the factors of irrational group purchasing online through the data collection and statistics analysis, using the method of hypothesis testing, through questionnaires, and then give suggestions to college students to avoid irrational purchasing, especially unnecessary group-buying for this or that incentives, eventually, establish correct consumption view, keep wise mind before click the button to enter the group. com.
Chapter Two Literature Review
2.1 Current Researches on Network Group-buying
The term “groupon” was born in the 1980s, it usually refers to certain groups on a large scale by ordering products from suppliers at below-market price to obtain purchasing goods or services. To sum up, it is group-buying. The first application of this approach is in a unit to buy some daily necessities in the name of collective.