| 其他摘要 | Group buying, as a new purchase pattern, has become more and more popular among customers in recent years. At the same time, this new consumption pattern also has drawn more and more attentions from the seller. According to the survey data in 《 2011 Report on customer’s behavior in Group buying in China 》,the catering ( food and beverage service ) was listed at the top in Group buying. That means that the catering is very typical and common service products in B2T. This article is expected to providing valuable references for sales activities through the research and investigation on risks sources and the factors that affect the purchase intension. The questionnaire survey method is adopted in this paper of the research and investigation on risks sources and the factors that affect the purchase intension. Further studys show that there are two aspects on risks sources on Group buying of catering. One risk is from products characters, such as price discount, geographic location, period of sales validity, product quality, brand and evaluation comments by other buyers; The other risks comes from the characters of the Group buying web sites, such as transaction safety, familiarity of the site, website‘s reputation, usage experience on buying process and web’s operation usability. At the same time, the writer makes a deep analysis on how much the two risks sources influence the purchase intention. This paper totally investigated 415 group buying consumers. After data analysis, the conclusion is: At the aspect of products characters, consumers’ attentions focus on products quality, brand familiarity and evaluation comments by other buyers. At the same time, at the aspect of characters of the Group buying web sites, transaction safety, website‘s reputation are the focus from buyers. Finally, after the deep investigation and analysis, the factors such as internet usage experience, price discount, brand familiarity and period of validity, have a prediction function on purchase intension. In addition，the Group buying experiences also has a prediction function on purchase intension. |
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