Factors Influencing Consumers’ Behavioral Intention When They Are Group-buying On The Internet

The year2010and2011witnessed a burst of group-buying websites in China. They follow the good example set by Groupon from USA and combine its business model with Chinese characteristics. With more and more business entering this industry, competition becomes more and more furious. Consumers’ behavioral intention towards group-buying and the influencing factors must be understood as to stand out in the market. Hence, this study attempts to explore the factors influencing consumers’ behavioral intention when they are group-buying by employing the Technology Acceptance Model, which is an information system theory that models how users come to accept and use a new kind of technology.Firstly, the article illustrates the background and significance of this study. Secondly, a deep analysis of group-buying phenomena and TAM was carried out through literature review. Then, an integrated research model and relating hypotheses were proposed by incorporating new variables into TAM. A questionnaire was designed based on that and was delivered online. After collecting the data, an empirical study including data analysis, model verification and hypothesis testing was conducted using SPSS20.0and AMOS20.0.In the end, suggestions and further implications were given based on the result of the empirical analysis.The study uncovers that consumers’ behavioral intention is influenced by multiple factors with perceived usefulness playing a most significant role. Also, the influencing factors are correlated. Informational influence, discount and perceived ease of use jointly affect perceived usefulness. Risk factor should be taken into consideration, too. Online group-buying possesses many risks as a newly-born business model.