Group buying on the web: The evaluation of factors affecting consumer purchase behavior

The lack of web consumer trust has become one of many key obstacles to the rapid development of group deal sites. With the fast expansion of sites like Groupon in recent years, enterprises are facing more serious online transaction security problems. In this research, we find out the main factors affecting online consumer purchase behavior are website awareness, website specialty, website safety and after-sale service. Meanwhile, we evaluate these four main factors and their sub-factors using fuzzy comprehensive evaluation method.