The Research Of Factors That Affect Consumers Use Intention In Virtual Community Group-Buying

With the continuous expansion of group-buying users, the group-buying gradually presents a variety of business model. Based on interpersonal network in real life, virtual community becomes the new interactive platform. Group-buying which is based on virtual community has gradually become the new direction for bulk. This study which based on the emerging characteristic of virtual community group-buying, the theory of rational behavior, the technology acceptance model and using SPSS19.0as the analysis tool and the multivariate linear regression analysis method for the empirical research, explores the mechanism of action between external variables and the intention of using virtual community group-buying. The achievement of this paper is as follows:Through the literature research, this paper puts forward three dimensions, interpersonal interaction, product features and the quality of service, which measure external variables of perceived ease of use and perceived usefulness in virtual community group-buying. Interpersonal interaction includes the frequency of interaction, the environment of interactive, the degree of interaction and the validity of information. Product features include the quality of product and the price of product. The quality of service includes the quality of group-buying service, the quality of business service and the quality of logistics service.That external variables impact the consumers use intention is validated by data analysis. Data analysis showed that these factors of external variables influence consumers use attitude through perceived ease of use and perceived usefulness and then affect consumers use intention. The mechanism of action is that perceived ease of use and perceived usefulness positively influence consumers use attitude. The factors of external variables selectively affect perceived ease of use and perceived usefulness. Factors that affect the perceived ease of use are the environment of interactive, the validity of information, the quality of product and the quality of group-buying service. Factors that affect the perceived usefulness are the frequency of interaction, the degree of interaction, the validity of information, the quality of product, the price of product, the quality of group-buying service, the quality of logistics service and perceived ease of use.According to the research results, we give advices about the operational management of the virtual community group and the development direction, which in order to enhance the consumers use intention. Finally, it puts forward the limitations and deficiencies of the theoretical research and empirical analysis on this paper in order to provide reference for other scholars.