As a new e-commerce model, network group purchase develops rapidly for its advantages such as conservation and convenience. The college student is an important part of consumer of the online group buying, so the research on college student willingness has a important reference value for the expansion of market. Firstly, the article has a theoretical study on the influence factors of willingness of Online Group Buying for college students and carries out related questionnaires. Secondly, the article makes factor analysis, correlation analysis, multiple regression analysis using the statistical software of SPSS19.0. Finally, this paper proposes corresponding operation and management recommendations for relevant participants in online group-buying according to the study results.
On the Influencing Factors of Consumer's Purchasing Behavior in Online Group Buying—— Taking Group Buying of Catering as an Example
