Abstract:

Development of information technology has greatly changed people’s shopping style. Recently,a new e-business model of online group-buying gradually attracts the focus of the public. Under the theoretical background of both technology acceptance model and perceived risk,this study develops a research model exploring the impacting factors of online group-buying intention. We use survey method to collect data and use PLS (Partial Least Squares) Structural Equation Modeling (SEM) to test the research model. We find that perceived enjoyment is the key factor of consumers’ attitude toward online group-buying which further affects online group-buying intention. In addition,we find that perceived risk has no significant influence on online group-buying intention. This study can help advancing our understanding on the formation of online group-buying intention,and provide reference and suggestions for the marketing practice of online group-buying.

Key words: Online group-buying, Impacting factors, Technology acceptance model, Perceived risk