关键词: 网络团购, 信息处理过程, 系统动力学

Abstract: Consumers’ purchasing decisions are influenced not only by price, brand and other factors, but also by the information they receive. The development of network information technology further deepens this process. In practice, how consumers’ processing of the information they receive affects their purchasing decisions remains to be further studied. From the perspective of consumer information processing, this paper takes group-buying consumer groups as the research object, constructs a system dynamics model of group-buying market, analyzes and forecasts the development of indicators such as the size of group-buying and non-group-buying consumers, group-buying per capita and non-group-buying consumption amount in 30 years (2006-2035). The results show that: (1) the effect of community marketing has a positive impact on the growth rate of group-buying consumers, and shortens the time for group-buying scale to reach the peak, and advertising effect can shorten the time for group-buying scale to reach the peak; (2) lowering commodity prices, improving merchants’ reputation, increasing commodity categories and improving service level can increase non-group-buying consumers’ reception of commodity information, thus promoting the growth of consumption; and (3) the success rate of group-buying has a positive impact on the scale of group-buying platform and the amount of group-buying consumption per capita. The research results enrich the research scope of consumer information processing, and provide new ideas for network platforms and enterprises to fully understand the development of group buying and adjust their marketing strategies.

Key words: online group purchase, information processing process, system dynamics