The Research On The Willingness Influence Factor Of The Network Group Purchase Based On The Technology Acceptance Model

From March2010to now, the Network group purchase always remained fiery state in China’s Internet Applications, much favored by the majority consumers. Network group purchase gradually affects our life in the age of Internet and e-commerce becoming popular and the change of the consumption concept. To get favorable price, consumers build a group to negotiate transaction with merchants use the purchasing power. The merchants will adopt the price strategy in face of the consumer group. It creates a new transaction mode about consumers assemble a group through internet and has double dominates of low price and high polymerization.Based on the TAM’s method and theory to study the influence factor of the Network group purchase consumers’willingness united with the market situation. For the purpose of providing some theory gist for consumers、website managers and merchants, the study combines externality theory、hierarchy of need theory and much survey data from interview and questionnaire to build a perfect theory mode to research the relationship of each influence factor. The importance of the study can help consumers choosing group purchase projects best fit with their needs and also help merchants using best marketing strategy to augment their market occupancy.In my study, to analyze the393questionnaire data I choose SPSS17.0and AMOS17.0for helping statistic analysis、mode test and hypothesis verification. Each variable factors such as consumer personal attribute、network externality、personal demand structure、perceived risk、 perceived usefulness、perceived convenient and attitude make influence to the final willingness of consumers. The influence some is active and some is negative for different factor relationship, and the influence may be direct or indirect. At the end of the research, through the study of the relationship of the consumers’ willingness with material needs、 psychological needs、social needs and convenient needs to summarize the valuable reference proposal for merchants、website managers and consumers.