Research On Factors Influencing Consumers’Online Group-buying Behaviors Based On Technology Acceptance Model

In2010, the Groupon (one deal a day) grows very fast and it has become the new focus of the on-line buying. The Groupon leads group-buying2.0times. There are many webs who imitate the model of Groupon as the online group buying platform now in China. Some group buying sites, such as Lashou、Meituan, and Nuomi flourish, which are in the top ones.While, the total number of the online Group buying web sites have reduced from the biggest5188to3909. It means there were1279(25%) web sites closed.In the online group buying activities, the consumers often are confused by the false product information, fake price, and poor service, etc. The organizer put the untrue information on the web to attract the consumers. These issues directly affect the development of the group buying websites. The lack of the necessary qualifications and low barriers to entry of the group buying websites, results in the uneven quality of the website. Consumers worry about information disclosure and account security issues; the refund problem is often been delayed.Faced with such a serious turn of the industry and the attitude of the consumer to online group buying becoming more rational, the operators and academics have to think about how to maintain the sustained and healthy development of the industry, how to continue to attract consumers to participate, how to focus on the demand effectively, how to increase the volume. This paper tries to study the factors influencing the network consumers’participation to online group buying.This paper establishes the consumer willingness to participate model based on the TAM(Technology Acceptance Model) integrated the group buying websites characteristics、 the merchants characteristics and the consumers characteristics together to study the factors influencing the network consumers attitude and participation intention to online group buying. In this paper, with the white-collar workers and college students as research objects, a questionnaire designed required to obtain data for research. There are total212valid questionnaires. The data is analyzed with SPSS18.0and AMOS17.0of the reliability analysis, validity analysis, factor analysis, ANOVA analysis and structural equation model. In the end, the final result has been explained and used to provide suggestion for operators of the online group buying platforms and the merchants, and to provide a different direction to academic for related studies, providing theoretical guidance and empirical evidence for the online group-buying marketing practices.