A Study On Group Buying Based On LBS Adoption

Domestic rapid advances in wireless technology, gradual popularity of smart phone, as well as the rapid development of infrastructure greatly promote the development of mobile e-commerce. The whole frames of mobile e-commerce have been widely researched by scholars while the adoption research for specific service is less popular. As a new mode, related research about groupon based on LBS is limited, therefore, this article take an in-depth discussion on the adopted behavior on the business of groupon based on LBS.Firstly this paper reviewed the research from many aspects like subjects, affecting factors, research methods. Then, in order to know about the current state of combination of LBS and groupon,177questioners were collected from students and office worker from Tierl and Tier2cities like Wuhan、 Beijing、 Zhejiang and Changsha and so on, and then make the macro analysis. Based on these analyses, the model about groupon based on LBS adoption research was established. The model comprehensively analyzed the adoption behavior in four dimensions:technology perceptions, user motivation, environment influence, demographics. In the part of data processing and analysis, this study used SPSS and PLS to conduct reliability and validity test of measurement model, hypotheses test and compared with traditional TAM model. Research results show that users motivation, perceptions of technology and environmental impact are important dimensions affecting groupon based on LBS. Network externalities, perceived trust, perceived usefulness and perceived ease of use are decisive factors affecting the behavior intention. Moreover, limitations of the current research, conclusions and suggestions for promoting groupon based on LBS service were brought forward at the end.