Factors influencing the Youth attitudes toward group-buying websites

Group-buying on the websites were widely used for B2C transactions by the Youth in China in these years. The names of the group-buying websites were the hot words that people always were talking about. The business model can bring a excellent cash flow and has huge market prospects. As a result, thousands of group-buying websites were built in China. But the increasingly fierce competition makes them get into trouble. The group-buying websites have to rethink the business model right now. They should undertake careful and thoughtful research to investigate how to be unique among the jungle constitutes by these group-buying websites. Actually, group-buying behavior is a relatively complex process between sellers and buyers. Both of them can influence the happening of group-buying behavior. This paper pays attention to the Youth in China. The fact is that the Youth is one of the most important customer groups. We tried to investigate the factors influencing the Youth´s attitude to group-buying websites. We carried out a questionnaire survey to the undergraduate students in many universities. In the survey, several variables were involved, including the prices of commodities or services, social influence, fears of opportunism and so on. The results show that social influence is a really significant factor which effects whether the Youth use some group-buying website or not. Service quality is also very important to the process and there is mediating effect between social influence and users´ attitudes toward group-buying websites by service quality. In the last section, we address our suggestion to improve the competitive capability of the group-buying websites.