TAM-based Study Of Factors Influencing Consumers’ Willingness To Participate In Online Group

On the basis of existing literature about consumer behavior and technology acceptance model(TAM), we built a conceptual model of the relationship between perceived usefulness, perceived ease of use, perceived risk, network externality, trust, attitude and consumers’ willingness to participate, and proposed eleven hypotheses about them. To test these hypotheses, we designed a questionnaire, and conducted a survey of college students who have experience in network group purchase. Finally, we collected187samples. We used SPSS17.0to conduct descriptive statistical analysis, cronbach’s a reliability analysis, construct validity analysis and Pearson correctional analysis. Then we applied a tool of structural equation model analysis Amos17.0to confirm the theoretical model and the hypotheses.The empirical results show that in network group purchase, network externality has significant impacts on perceived usefulness and perceived ease of use, perceived risk has no direct negative impact on attitude, but perceived risk has significant negative impacts on trust, and trust has significant impacts on attitude and perceived usefulness, perceived ease of use has significant impacts on perceived usefulness and attitude, perceived usefulness has no significant impacts on consumers’ willingness to participate, but perceived usefulness has significant impacts on attitude and attitude has significant impacts on consumers’ willingness to participate.