On The Factors Of College Students’ Group Buying Intention

Business to team is one commodity business model that is also known as consumer to business which needs a certain number of online consumers gathering through the internet for the purpose of gaining discount when buying online. At the same time, it is different from the traditional B2C and C2C, because Business to team requires customer’s instant communicate on network and support from the relating social network to gather customers and accomplish the transaction. Making profit for consumers at the same time and being beneficial to businesses, Business to team is popular among many Chinese consumers for its influence and integration.Students young and stylish are easy to accept new things such as business to team. In the moment, the business to team has popular in campus gradually and would have a rapid development trend. Although college students have to be come one of the main form in business to team, their share of the market is relatively small in the entire market, which means great potential in this market. So the campus in this market has become the focus of the business.In previous studies, most scholars’researches on online shopping behavior pay less attention to this special research field or do some basic described analysis or conceptual research. However, there is just a litter research about group buying on the web in college campus. In this study, basing on relevant academic research, we expand technology acceptance model, lead into the relevant variables and build the model of the willingness of college students. And make relevant recommendations and enrich the practice-related research.In group buying on the web, consumers need to use the computer, and also need a certain degree of instant messaging and social networks relating to trade, so the consumer behavior on the network can be used as a consumer of information technology acceptance model, so that the Technology acceptance model can be a theoretical basis to investigate this consumer behavior. In the technology acceptance model, Davis considers the usefulness of the technology and ease of the use of it are two key variable of the model. However, empirical research later by scholars illustrates that the model is too simple to investigate online group buying, if we need to make the interpretation of high reliability, we need to expand the model.In this study, basing on the theory of technology acceptance model, combing Theory of Reasoned Action, Theory of Planned Behavior, perceived risk theory and the theory of consumer behavior and the actual consumption behavior of college students, we build the model of the willingness of college students.The attitude of business to team is a major factor intention; And the attitude of it is affected by the perceived usefulness, perceived ease of use, perceived risk, perceived price, trust and subjective norms, which are the indirect factors of college students’business to team intentionIn order to achieve the purpose of the study, we use both normative research and empirical research. In this study, we Based on underlying assumptions, with relevant variable, have been combined with the actual situation of this study to develop the appropriate scale for investigated and used SPSS15.0and AMOS software for data processing and Analysis. And the model results show that reliability and validity to meet the requirements, model fits well and the model has been verified by the original intention of our studyFinally, the paper summarizes the results of the findings, puts forward the specific recommendations, and make suggestion to future researchs.