中国科学院行为科学重点实验室知识库

Group buying online has become more and more popular in years. This article is expected to provide valuable references for sales activities in food and beverage service through the research and investigation on risk sources and the factors that affect the purchase intention. The questionnaire survey method is adopted in this paper of the research and investigation on risks sources and the factors that affect the purchase intention. 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 aspect of characters of the Group buying web sites, transaction safety, website's reputation are the focus from buyers. Finally, the factors such as internet usage experience, price discount, brand familiarity and period of validity, have a prediction function on purchase intention. In addition, the Group buying experiences also has a prediction function on purchase intention.