An Emprical Study Of Factors Influencing Online Group Buying Based On TAM And TPB Model

Currently the online group buying in the global momentum of development the industry has become increasingly fierce, the United States groupon so far has gathered more than $ 170,000,000 financing capital and become the industry leader. Hundreds of localization group buying websites compete nowadays. The article focus on the analysis of the characteristics and business model of this kind of online group buying websites and finds out the most important impact factors taking part in online group buying. Consequently the adaptability of a new application of model integrated by TAM and TPB is analyzed based on the elements discussions and sum up of the commonly used models in empirical researches. With the unprecedented popular growth of the groupon in the United States and the rapid localization in China, unprecedented competitions begin between group buying websites. Based on the analysis of the characteristics of groupon model this type deep discussion and summarization are raised of the impact of the important factors involved in network buying and according to the analysis of empirical research model explanatory power common to find more customers meet the characteristics of the network model. On this basis, the scope of the model to adapt to empirical investigation, identify the key factors of online shopping, according to China's national conditions, combined with China's Internet development and the development of networks buy shows proposed models of the current network buy groupon views and put forward some suggestions. The design of the first reference to a scale of previous questionnaires, and then to test the pre-survey questionnaire reliability and validity, and revised the questionnaire, then a district in Beijing and secret random sample survey methods,186 copies of the data collected by PASW analysis and processing software, the integrated model assumptions are verified using statistical methods of factors analysis, reliability analysis and so on. The results show that:among the impact of user participation attitude factors of online group buying, perceived usefulness is the most crucial factor, but also in the process of participating in the online buying, subjective norm (in the total number of buy and social context of the positive product information provided by), word of mouth become more important than perceived easy of use.Despite the large number of scholars have researched and discussed in online buying, discussion about groupon mode is rarely involved. Therefore, this article attempts to establish integrated model based on technology acceptance model (TAM) and the theory of planned behavior (TPB) of the integrated model by adding a new extension variable word of mouth. This article also made some comments and suggestions for e-business and online group buying websites.