Factors Affecting Consumers´ Motivation in Online Group Buyers

With the growing and developing of internet technology, it also brings in the popularity of online group buying. This study aims to investigate the reason and motivation that make consumers enthusiastic about online group buying. Several factors are examined, including price, community trust, conformity, involvement and perceived risk. We collected 497 questionnaire surveys and received 411 effective samples. The results are shown as followings: 1) The dominant demographic groups are female and 31 to 40 years old, and the most frequently purchased items are food and daily necessity. 2) The significant factors are price sensitivity, conformity and perceived risk. The herd effect and risk also affect consumers´ purchase in virtual environment.