The Study Of The Students' Willingness About Online Group-buying Based On Technology Acceptance Model

With the growth of netizens in China and the development of e-commerce market, online group-buying sprang up on the beginning of 2010.In less than a year, the number of group-buying websites has gone from hundreds up to thousands, so has the number of users. The development of online-group buying opens up a new field in China's e-commerce. To seize the opportunity to develop it, we should fully understand consumers' willingness to participate in it and the factors to influence it.From what has been discussed above, based on Technology Acceptance Model(TAM),this paper studies the factors influencing network consumers acceptance for online group-buying.On the basis of original TAM model, combined with the perceived risk theory, this paper introduces the variables of perceived risk of online group-buying. Besides, it also introduces other variables including variables of perceived popularity, perceived preference, perceived convenience, perceived reputation and so on. Because online group-buying has emerged based on the e-commerce, this paper also discusses the experience of net buys customer affecting the willingness of online group-buyers. This pa per gets data by questionnaire and use spss17.0, AMOS7.0 to analyze.This paper is divided into six parts, of which the first chapter is the introduction section, putting forward the background and significance of the research; The second chapter is documentary investigation, carding other researches'studies in e-commerce, perceived risk and TAM; The third part is model design, according to previous research achievements and characteristics of online group-buying, proposing research model; The fourth part is questionnaire, this paper set up 24 subordinate items for the upper eight variables affecting customers'usage of online group-buying, release 221 questionnaires, sort out 176 valid questionnaires and analyze them; The fifth part is an empirical analysis, based on the data of the 176 valid questionnaires recycling from gulou campus, nanjing university to verify the rationality of the model and conclude the ultimate reasonable model; The sixth part is conclusion and outiooks, from the above study,we conclude the ultimate results. Results show that the factors influencing consumers' willingness to participate in online group-buying of the high and low ranking followed by crowd:perceived usability, net buys experience, perceived popularity, perceived preference, perceived convenience, perceived ease of use, perceived risk which has negative influence for customers'usage of online group-buying and the perceived popularity affecting customers' willingness to participate in online group-buying is not obvious.