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5.1 Conclusion.......34
5.2 Suggestions......36
Reference....38
Appendix1.. 42
Appendix2.. 45
An Empirical Study on Factors Affecting College Students’ Group Buying Intention
Chapter one Introduction
1.1 Background
Online group-buying is a combination of group-buying and online shopping, by which customers with similar demand can gather as a group to gain advantages of purchasing in bulk. In this way, group effect of customers can lower the cost and risks for each customer. Although there have been only a few years since online group-buying emerged, it has turned into a hugely popular consumption pattern. At the very beginning, group-buying websites emerged in first-tier cities like Beijing, Shanghai and Guangzhou. Later their branches spread to second and third tier cities where young people consider this as a way to save money and keep up with fashion.
Statistics released by CNNIC suggest that by the end of December, 2014, there had been 361 million people shopping online in China and 55.7% of net users shopping online. In 2014, the online transaction amounted to 2.8 trillion Chinese Yuan, rising by 48.7% when comparing that figure in 2013. Also, the online retail sales accounted for 10.7% of total retail sales of consumer goods (CNNIC). These data suggest that Internet tends to be a significant means of shopping. Statistics released by China E-business Research Center indicates that users with bachelor degree represent the largest proportion of group-buying customers, up to 40%.
These data indicate that college students are a significant customer group of online group-buying.
Therefore, we put emphasis on the research of college students, carry out a survey among them to analyze the factors that affect their group-buying intention, and then make suggestions about how to develop college market to group-buying service providers.
1.2 Purpose and significance
"Group-buying," generally refers to a consumer behavior in which a large number of members place an order in group to suppliers in order to gain more favorable prices of products or services. Group-buying arises first from the US group-buying site –Groupon. This new online shopping mode developed rapidly in China as soon as it was introduced into this country. After just a few years, a large number of group-buying sites have been set up in China.
College students, as those who keep up with fashion and trend, have become an important group of online consumption that attracts businesses due to their soaring number and their rising purchasing power. "Students Blue Book: China Lifestyle Research Report (2013)," published by the Social Sciences Academic Press pointed out that 68.5 percent of college students have once bought goods online, and frequency rate of online shopping is 1.7 times per capita per month. This reflects that college students have a large market share in group-buying.
To summarize, due to important position of college students in the market, we believe that it’s necessary to study the factors affecting online group-buying intention of college students. Although there are many previous researches on online consumer behavior, the relevant research focus on college students’ group-buying is not sufficient. Therefore, an empirical study on factors affecting group-buying intention based on Jiangsu Normal University students is conducted and on this basis strategies to expand market of college students are put forward.
1.3 Research framework
This paper’s research methods and framework are as follows:
Chapter One is introduction. It consists of three parts which respectively introduce this research’s background, purposes and significance and research methods and framework.
Chapter Two is literature review. This chapter spells out theoretical theories involved in this paper, such as theories of factors affecting online consumption and Technology Acceptance Model (TAM).