On the Influencing Factors of Consumer's Purchasing Behavior in Online Group Buying—— Taking Group Buying of Catering as an Example

Group buying has been developing in full swing in China. Although it has not developed for more than ten years in the Chinese market, it has formed a certain scale. With the rapid development of economy, people have a higher pursuit of quality of life, and the number of dining out has also increased. As a new distribution channel for caterers, online group buying has a decisive impact on the development of catering industry. However, with the increase of negative media reports on group buying websites, people's attitudes towards group buying websites are gradually changing. In order to improve the chaotic group buying market, government departments are trying to improve the relevant legal system. With the characteristics of mass consumer gathering, online group buying websites pay more and more attention to consumers’ behavior and psychology. Therefore, it is worth exploring the factors that can affect consumers' buying behavior.