| 摘要 | 第1-10页 |
| Abstract | 第10-12页 |
| 1. Introduction | 第12-14页 |
| 2. Literature review | 第14-31页 |
| ·The online group buying:outside China research | 第14-15页 |
| ·The online group buying in China | 第15-23页 |
| ·Group buying | 第15-16页 |
| ·Online group buying | 第16-20页 |
| ·Group buying websites | 第20-23页 |
| ·The consumer behavior of the group shopping websites | 第23-31页 |
| ·The motivation for group buying | 第23-24页 |
| ·Consumer features | 第24-26页 |
| ·The time for consumers to visit the websites | 第26-27页 |
| ·The feature and influence of goods sold on the group-buying websites | 第27页 |
| ·The marketing tools and marketing channel for online group-buying consumers | 第27-29页 |
| ·The decision making process of the online group-buying consumers | 第29-31页 |
| 3. Method | 第31-33页 |
| 4. Data analysis | 第33-46页 |
| ·Goods part | 第33-42页 |
| ·Descriptive statistics | 第33-37页 |
| ·Correlation analysis and regression analysis | 第37-42页 |
| ·The consumer perspective | 第42-46页 |
| ·Positive factors | 第42-44页 |
| ·Negative factors | 第44-46页 |
| 5. Discussion and conclusion | 第46-50页 |
| ·Increasing the sales volume in the short run | 第46-47页 |
| ·Focusing on the consumers' needs | 第46-47页 |
| ·Reducing the cost of consumers | 第47页 |
| ·Keeping the consumers' royalty in the long run | 第47-48页 |
| ·Providing the convenience to consumers | 第47-48页 |
| ·Keeping good communication with consumers | 第48页 |
| ·Conclusion | 第48-50页 |
| References | 第50-52页 |
| 后记 | 第52-53页 |
