Abstract
As an emerging business model derived from the development of the Internet, the O2O model has widely influenced the consumption habits of contemporary young people. Based on the O2O group-buying model, this paper uses literature research and quantitative analysis to empirically analyze the factors influencing group-buying attitudes in the online environment from the consumer psychology of young consumers and the characteristics of group-buying itself, using the perceived risk and technology acceptance model. The purchase intention of young consumers was derived to be positively correlated with effort expectation, performance expectation, social expectation, perceived preference, and facilitation factors. It helps businesses to better utilize the group-buying model in the online environment and grasp the purchasing preferences of young consumers and proposes countermeasures and suggestions in further segmenting the market, strengthening experience marketing, and focusing on the development of new products. The retail industry has also begun to gradually seek the optimization and integration of offline and online to carry out O2O transformation.
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