A Research On The Consumer Attitudes Of Internet Group Buying Influence Factor Model

As a new business model, online group buying have attracted a largenumber of industry competitors.The consumers’ attitude to online groupbuying determines whether they choose this shopping channel or not andwhich website they will choose. It’s very necessary to study and identifythat which factors influence the consumers’ attitude to group buying.Inview of this, on the base of the technology acceptance model (TAM), webuild a theoretical model of the factors that influence the online groupbuying attitude by introducing the variables of perceived risk andShopping Goal-Orientations and demographic characteristics, andpropose the relative hypothesis. And then, we proceed with empiricalstudy through investigation based on consumers who have taken part in or know about the online group buying and analyze data using SPSS13.0and AMOS17.0to research the factors that affect the consumer’attitude.The result shows that perceived usefulness, perceived ease of use, andperceived risks have obvious effects on the consumers’ attitude to onlinegroup buying, while demographic characteristics have insignificanteffects on consumers’ attitude. Except the conception of entertainment,the Shopping Goal-Orientations have obvious effects on the variables ofperceived usefulness, perceived risks. Lastly, in this paper, based on theabove result, some relative suggestions of management and marketing toonline group buying websites are proposed by promoting the perceivedusefulness, perceived ease of use and reducing the perceived risks.