Research On The Influencing Factors Of Consumers’ Decision

In November,2008,the website "Groupon" established in Chicago of America,since then the development of the online group buying began to stir up a fervour. The domestic online group buying industry also followed, but experienced cold after hot situation. In order to have a stable status in the fierce competition, the enterprise began to pay more attention to the feeling of the consumer, not only the situation of the enterprise itself.The contents of this research mainly includes the concept and theory related to online group buying and consumers’behavior, then introduce the basic research theory and choose the theoretical model for this article—TAM. The model of this research is established depend on the TAM, adding the perceived risk and the online shopping experience, then the hypotheses is put forward depend on the model of this research. In order to validate hypothesis, this paper collect data through the way of questionnaire, then analyze the effective data using the software of smartPLS and the statistical analysis method of SEM.During the research, this paper will compare online group buying with common online shopping and traditional shopping on several aspects. The result of the comparison can show the advantages of the online group buying and help the enterprise put forward good scheme according to different rivals, get more consumers. In all, the result can increase the advantage of the enterprise and enhance competitiveness. In addition, this research adds two other direction based on TAM, which can help enterprises know more about consumer behavior and then make a good improvement according to their own characteristics.The result are that Perceived Usefulness, Perceived Ease Of Use and the online shopping experience have significantly positive effects on the Using Intention of the online group buying, Perceived Risk has a significantly effect on the Using Intention of the online group buying, Perceived Ease Of Use and the online shopping experience have significantly positive effects on Perceived Usefulness, Perceived Ease Of Use has a significantly negative effect on Perceived Risk.