Along With the development of internet technology and e-commerce market, online group-buying in china expand rapidly, the manage range of group-buying is increasing, to open up more and more market, the tourism combine with the group-buying, finally form online group-buying of travel service. So tourism online group-buying became a new channel which provides the "low price" and "high quality"’of tourism product, for different tourists especially hotel is the main tourism online group-buying product. To seize the opportunity to develop the online group-buying of travel service we should fully understand some special consumers’ willingness to participate in it and the factors to influence it. From what has been discussed above, based on the mature Technology Acceptance Model (TAM), this paper design mode that the factors to influence students online group-buying of travel hotel service, based on the factors which influent students in online group-buying of travel hotel service and increase the theories tourism online group-buying, putting forward feasible steps for the online group-buying and tourism companies.For this paper, we first understand the concepts of group-buying, online group-buying, online group-buying of travel service, online group-buying of travel hotel service, second we summarize the previous research about the online group-buying, online group-buying of travel service, online group-buying of travel hotel service, and based on original TAM model,this paper introduces other variables such as online group-buying of travel hotel service of product features, online group-buying of travel hotel service of perceived risks, online group-buying of travel hotel service of positive web word of mouth, and study the factors influence the students joining in online group-buying of travel hotel service.For study, by using the way of the literature analysis, statistical analysis and questionnaire analysis, by using a sample from Nanjing University students, using SPSS to statistics the questionnaire, and using the ANOVA to study persona feature’s diversity on influence index, students contention and using behavior. Moreover, this paper using AMOS18.0to analyze how the variables to influent students contentions and using behavior, and produce the measures for the web and tourism companies.Several importance conclusion are highlighted as follows:(1) based on multiple comparisons, the research find the gender does not influence factors, students contention and using behavior; average monthly living cost does not influence all of them; major does not influence all of them;(2) using AMOS18.0analysis online group-buying of travel hotel service, findings that online group-buying of travel hotel service perceived usefulness, online group-buying of travel hotel service perceived ease of use, online group-buying of travel hotel service product feature, online group-buying of travel hotel service perceived risks, online group-buying of travel hotel service positively web word of mouth are positively associated with students’ willingness, but are not associated with using behavior, and this willingness making also exerts positive impact on the using behavior.Finally, based on study findings, several implications are provided to website, tourism companies. |