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Chapter Three is research design. This chapter consists of three parts, each of which deals with the theoretical model, model hypothesis and questionnaire design and data analysis.
Chapter Four is results. In this chapter, basic information of samples and each dependent variable are analyzed in detail.
Chapter Five is conclusion and suggestions.
This study comprehensively and empirically analyzes the main factors affecting college students’ group-buying intention according to literature study, questionnaires and other methods. Specifically, this study will first analyze research results of China Internet Network Information Center (CNNIC), ebrun.com, iresearch.com and other professional institutions. Then, relevant literature review at home and abroad on online group-buying behavior will be sorted out. After, this paper will propose possible variables related to online group-buying consumer behavior. Empirical research is mainly conducted in the form of questionnaires, which primarily consist of five-point Likert scale to analyze the four factors that may have an impact on consumer behavior of college students. Also, paper questionnaires will be combined with network ones.
Chapter Two Literature review
2.1 Previous theories on factors affecting online consumption
Traditional researches on factors influencing consumer decisions include two-factor theory, three-factor theory and four-level theory, etc.
Two-factor theory (Shiau, 2012, p. 2431-2444) pides factors affecting consumers’ decision-making into two categories, namely "personal factors" and "environmental factors." Personal factors refer to the inpidual's personality, motivation, knowledge, attitudes and other psychological factors; environmental factors refer to culture, social class, family, other reference groups, other inpiduals (opinion leaders) and other factors.
Three-factor theory regards "marketing" (product, price, distribution channels and promotion) as another important factor in consumer decisions. Philip Kotler (1994) proposes four-level theory that cultural, social, personal and psychological level impact online buying decision. Zhang Caihong(2008) proposed that personal characteristics, product and service quality, and environmental factors constitute factors affecting consumer purchasing decisions. Another representative of the views is raised by Xiangbing and ShiliangDai (2009). They consider that the online purchasing decisions consist of three parts: consumers, products, and websites.
Xiangbing’s and ShiliangDa’si view is believed to be more comprehensive because it is analyzed from three aspects: customers, products and websites. We will analyze the factors affecting consumer buying intention from these three aspects.