The Study Of The Influencing Factors Of Mobile Internet Group Buying User Acceptance

With the rapid development of mobile Internet, the global mobile e-commerce model become various, welcomed by everyone. According to The development of China’s mobile Internet Survey Report from China Internet network information center (CNNIC), by the middle of2012, the netizen of China reached538million, include388million mobile internet users, accounting for72.2%of the proportion of the total Internet users. That means the mobile internet have become the main part of the Internet industry, presenting a huge market potential. At the same time, the on-line group buying industry gets into the rational development stage in China, and the mobile internet group buying is named one of the development directions of group buying. Therefore, the study of the mobile internet group buying has a lot of practical value.In this study, rely on the characteristics of the mobile Internet, based on the UTAUT model, combined with the perceived risk theory, creating the mobile Internet group buying user acceptance model, aims to explore the important factors that affect users’behaviors to the mobile Internet group buying. This is not only a enriching of the purchase of mobile e-commerce user behavior theory, but also a expanding of the range of applications of UTAUT model. Using the structural equation modeling method to model validation and analysis, in the end, based on empirical results, given the development suggestions of mobile Internet group buying. There are the study results:1、Based on the concept of mobile e-commerce and online group buying, giving the concept of the mobile internet group buying, and summarize the characteristics of it.2、Build a mobile Internet group buying user acceptance model, and after model validation and model updating, given the final conceptual model.3、The results demonstrate that mobility, contributing factor, effort expectancy, mobile terminal performance, perceived cost and the social influence have a significant impact on users mobile Internet group buying behaviors.At the end of the paper, point out the limitations of this study, and introduce the further research directions to the researchers in the related field. The result could be the reference of the management for the company as well.