An Empirical Research Of The Consumers’ Behavior On Social Group-Buying Site Based On The Utaut Model

As a new model of e-commerce, the social group-buying has great development with the emergency of thousands of similar websites in this market. The social group-buying has brought the consumers lots of cheap quality goods, and helped the merchants on the business profits and significant advertising effect, which plays the role of third-party intermediary connecting the consumers and business and great influencing on the consumers’ shopping behavior. But as a result of the unstable developing of social group-buying and completing between the thousands of similar websites, the consumers have emergence the phenomenon of reducing consumer amount with the rational and prudential consumer behavior. So it is necessary to get knowledge of the factors effecting on the consumers’acceptance and behavior of the social group-buying for these sites.The literature research on the social group-buying has not been systematical formed as the result of newly appearance of these sites. Based on the previous literature review, this paper has a depth analysis on the characteristics of social group-buying, and the theory about consumers’ acceptance and perceived risk. This paper proposes the model of users’ acceptance behavior on the social group-buying based on the UTAUT theory with the combination of the characteristics of social group-buying websites, which has been modified with the analyzing and verification of the data obtaining from the questionnaire among the users of social group-buying. The conclusion has showed that the performance expectation and perceived risk has significant impacting on the consumers’willingness to use the social group-buying, at the same time, the internet influencing has a more importance influencing on the consumers’behavior in social group-buying with the comparison of traditional e-commerce website. Finally, based on the empirical research in this paper, the author summarized the marketing strategies for the providers of social group-buying to optimize their profits, such as the reducing of the perceived risk, reasonable pricing strategy, being sensitive of virtual community on internet and the refinement of marketing strategy.