摘要：随着社会的进步，互联网的出现及电子商务的发展催生了网络团购行为，尤其是Groupon模式出现后，团购更是呈井喷式发展，出现了一大批专业从事网络团购服务的第三方团购网站，引领消费者的消费方式的转变。从最传统的直接消费到网上电子商务，最后发展到传统与网络相结合的网络团购模式，影响消费者行为的因素也在不断发生变化。在这种背景下，研究网络团购中消费者行为及其影响因素就显得尤为重要了。网络团购是指借助互联网将具有相同购买意向的零散消费者集合起来，向商家大批量购买，求得最优惠的价格。本文对影响消费者选择网络团购进行消费的各种因素进行研究，认为影响消费者团购行为的主要影响因素有感知价值、感知风险、感知方便、网站信誉、系统品质、商家声誉、商家产品，首先对所搜集的文献资料进行整理，运用大学所学专业课程消费者行为学对消费者行为倾向进行分析，然后进行问卷调查，建立Logit模型进行实证分析，用Eviews软件对样本数据进行Logit回归处理，并采取假设检验的方法对结论进行检验。最后总结出结论，对团购网站以后的发展提出意见。

关键词：网络团购；消费者行为；消费者感知

ABSTRACT：As society advances, the emergence of the Internet and e-commerce development has spawned a network of group behavior, particularly after the Groupon model appears, deal was a blowout show, there are a large number of professional third-party buying websites online group buying service, leading the changes in consumer consumption patterns. Direct consumption from the most traditional to online commerce, finally developed to the combination of tradition and network the network group-buying patterns, factors that influence consumer behaviour are constantly changing. In this context, studies consumer behavior and influencing factors in the network's deal is particularly important. Network's deal meant that the Internet will have the same collection of fragmented consumer purchase intent up to merchants buy large quantities, find the best possible price. This on effect consumers select network group for consumption of various factors for research, think effect consumers Group acts of main effect factors has perception value, and perception risk, and perception convenient, and website credibility, and system quality, and businesses reputation, and businesses products, first on by collected of literature information for finishing, using University by learn professional courses consumers acts learn on consumers acts tendencies for analysis, then for questionnaire investigation, established Logit model for empirical analysis, Logit regression using Eviews software, sample data, and take the hypothesis testing method to test conclusions. Finally summarize the conclusion, after the views on the development of group-buying sites.

Keywords: Network group buying; consumer behavior; Consumer perception

论文是对影响消费者选择网络团购进行消费的各种因素进行研究，首先对所搜集的文献资料进行整理，运用大学所学专业课程消费者行为学对网络团购中消费者行为及其影响因素进行分析，在清楚影响网上购物的关键因素的基础上进行分析和总结，最终找到能够影响消费者团购行为的关键因素。

它的主要内容包括：第一部分：绪论，主要阐述本课题的研究背景、研究目的、研究意义以及本课题采用研究方法等；第二部分：相关理论概述；第三部分：我国网络团购的现状及其消费者行为分析；第四部分：影响网络团购行为的因素分析；第五部分：团购网站的发展对策；第六部分：论文总结和前景展望。