Empirical study on influence factors to customer satisfaction of group purchasing in China

The network group purchasing has become the fastest growing business model today. But with its rapid growth there appears the low customer satisfaction which will lead to the dilemma of this new business model. In this paper, the empirical Study is performed on the influence factors to customer satisfaction of the network group purchasing from three factors, which are system, Web site, and business. Nine hypotheses are put forward and research model is established. Then it uses the questionnaire survy method to verify and modify this model. At the end of the paper, from customers, merchants, website point of view, it puts forward several proposals to improve customer satisfaction. The study will provide reference for group purchasing Web site to enhance trust, build loyalty and won the customer lifetime value.