Research On Using Intention Factors Of Mobile Catering Group-buying

Along with the rapid development of mobile Internet and e-commerce, a new kind of catering service--mobile catering group-buying, gradually begins to enter people’s lives, and presents a good development prospect. Mobile catering group-buying makes it possible that customers can trade online with electronic money in the mobile terminal through the mobile Internet, and then be catered in store. it has been attracted the attention of customer and the business with the advantages of convenience and benefits. Although the group-buying of our country begins 2010, it develops rapidly. Since December 2014, the users’scale of China group-buying reached 173 million, and mobile phone users reached 119 million. In the mobile application, catering application is 25.6% of the total application. However, the development of the market still exists many problems. Therefore, this study focuses on the field of mobile catering group-buying, and explores the influencing factors of customer mobile catering group-buying intention. Hoped that this study can contribute to the development of mobile catering group-buying in our country.In this study, through reviewing the related domestic and overseas literature and the theoretical model, and combined with the value of acceptance model (VAM) is constructed. According to the characteristic of our mobile catering group-buying, A theory model was developed to explain and predict individual using intention, and it included seven factors, perceived usefulness, perceived enjoyment, perceived cost, perceived ease of use, perceived risk,perceived cost, perceived value and intention.This paper adopts empirical research, after a small range of preliminary investigation, reliability and validity analysis were carried out to eliminate the improper question. After the massive questionnaire survey to collect data, a statistical analysis was carried out by using SPSS 19.0, including reliability and validity analysis, factor analysis, Pearson correlation and multicollinearity analysis, multiple regression analysis, to test the theoretical model and research hypothesis. The results of the study showed, perceived usefulness, perceived enjoyment and perceived ease of use has a positive effect on customer perceived value, perceived cost and perceived risk negatively influence customer perceived value, perceived value as an intermediary variable positive influence on use intention, significance of variables are perceived ease of use, perceived usefulness, perceived enjoyment, perceived risk, perceived fee. Finally, according to the above research results, a research conclusion was finally given, and also some suggestion for the development of China’s mobile catering group-buying were proposed according to the electricity supplier and catering enterprises,.