| In recent years, electronic commerce is developing rapidly. With its development, group buying appears. Because group buying online is similar to the e-commerce, it develops rapidly as well. The profitable way of group buying online is very simple. That is playing a role as an intermediary between buyers and sellers and earning service fees. The reason of emergence of a large amount of network group buying is that establishing a network buying is very simple, and the cost is low as it publishes information through the network rather than complex operations. Due to the operation method of the network group buying is easy to be copied, lots of group buying online appears rapidly. It is obviously that the pattern of websites is the same. Some products will appear in several sites, such as Lashou.com, Meituan.com.Group buying is growing so fast. Network operators concern how to get more profits and attract customers, and keeping the old customers as well as getting new consumers. To achieve this, we must do deep research on the impact of the reason of group buying on line and satisfy the customers. This should be paid more attention by every group buying online website.Although foreign group online buying website exist earlier, the most of learners research the group buying from the operation model of the development of the network. Domestic articles generally describe affecting the user to buy in this way from the perspective of the game theory. A few articles analyzed it from the perspective of a trust in price dispersion and information search. No analysis in details is found on factors affecting customers based on TAM which is the key point of deciding if the website can develop well. Therefore, in order to explore more information of the reason affecting customers, promoting the application of TAM in the research is significant.Firstly, this paper introduces and summarizes the model and the general theory of accepting the model, including innovation diffusion theory, plan act theory, technology acceptance model and its expansion, planned behavior theory of the structure and so on. All aspects will be introduced in detail. It will make a foundation of following parts of this paper.Then, this paper briefly introduced the network related knowledge of bulk order, such as the basic concepts and present developing situation of network bulk, a bulk deal procedure, and the advantage and disadvantage of network exist etc. In study of the network problems, the author found that despite the network develops very well in recent years, comparing with the advantage and disadvantage of other buying online, the author did not research in system. This makes this paper have good guidance meaning and using value for the research of customer behavior theory in the network.Next, with sum-up and expounds and the premise of theory, and combining with the network related theory, the author obtained data through the questionnaire survey. With the foundation of these data, using the mature adopt model-technology acceptance model, the author established a model of reasons affecting consumer to accept network a bulk and finally inspected this model with SPSS. Then, the author did a formal questionnaire investigation to verify hypothesis model. Network group buying website is easy to be accepted by customers. Because it has its own characteristics:regional is a reason that other online trading cannot comparable as taobao; lower price is a main reason to attract consumers. In the design of the questionnaire, the author firstly did a survey for the netizen of one city, and then gathered the questionnaire of other parts in the country on line after readjusting the first questionnaire's design. Finally, the network bulk model of factors affecting customers was woked out through the structure equation and confirmatory.Finally, analyzing network buying and comparing with other online shopping method, group online shopping has the advantages of cheap, regional, and shortage: single product, trust, and so on.The innovation of this paper place mainly shown in these following points:1. constructing the model of network users'accept behavior concept and inspecting it. By theme of combining network a bulk, a new idea of a technology innovation model new was worked out. In the questionnaire design part, doing a basic research in one city firstly, and then doing questionnaires all around the country after adjusting.2. Compared advantages and disadvantages of the influence of the user and the selective with other online shopping. Through analysis advantages and disadvantages of network group buying and other online shopping way, it also showed why network group shopping develops rapidly in this online shopping competitive situation,In theory, this article discussed how to make customers accept online group shopping and its affection factors in seven aspects, such as useful, easy, trust, risk, compatibility and behavioral intentions. Actually, in order to understand the influence factors, a single and specific analysis on these influence factors is required. Obviously, this is a very vast systematic engineering. The best scheme of letting metizen accept group shopping on line will not be worked out unless careful analysis from various aspects is done. Then the development of network group buying will be better. The key point of this is to let netizen consumer get the greatest benefits.From the perspective of simulation, the analysis model of factors influencing customers in this paper is not perfect. It only used the model in the adoption method, technology innovation model. For inspection data, SPSS was used in processing and analysis. Because the data for simulation is limited, finally smartpls2.0 software was used for verification. It is obvious that the conclusion appears weak and not sufficiently. Further studies on factors influencing netizen consumer is required. |
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