DOI: 10.36347/sjebm.2015.v02i05.016

Pages: 550-556

It is becoming more and more popular that consumers group buy catering online, The study chose the empirical research variables and used questionnaires to analyze the factors which affect purchase intention of catering online group-buying consumers through presenting the theories of consumer behavior and intention about catering online group-buying. The result shows that perceived usefulness and of consumers both have a positive impact on consumers' cognitive value. Besides, cognitive value, the brand word-of-mouth and the characteristics of meal coupons have a positive influence on the consumer intention about catering online group-buying, while perceived risk has a negative effect on it.