Research On Influencing Factors Of Consume Service Products Online Group-buying Participating Intentions

Online group-buying as a new e-commerce model has provided a new business opportunities for businesses, meanwhile, provided the benefits and convenience for consumers, but because of development of economic and online group-buying mode, behavioral intentions of consumers are changing. Merchandise presentation on website of online group-buying, perceived to be useful and convenience, social influence, perceived risk, consumer’ buying-online experience and so on would have a certain influence on consumer behavioral intentions.Thesis on the basis Unified Theory of Acceptance and Use of Technology model, combined with the perceived risk theory, increase the perceived risk of online group-buying as a variable, and combined with the binding properties of online group-buying, lead product features into the model, also because online group-buying is developed on the basis of common online shopping, this thesis also study and explored the influence on the consumer’ buying-online experience to online group-buying behavior intention. Thesis main use questionnaire survey method to obtain research data, use SPSS19.0and AMOS17.0execute empirical analysis.Thesis is divided into six parts, the first part is introduction, as the beginning of the article, is to introduce the research background and significance of the research, elaborates content of this thesis, describes the research methods, and on this basis to build a research paper framework and innovations; second part is related theory and literature review, including literature review of domestic and foreign scholars in online group-buying, consumer behavior theory and perceived risk related literature in three areas; third part is the model construction and assumptions made, in based on existing research results summarized sort, combined with the online group-buying own characteristics, determine the influencing factors on behavioral intentions of consumers, based on the UTAUT model build a theoretical model, and proposed research hypothesis for each variables; the fourth part is the questionnaire design and data collection, designed of the questionnaire to measure each variables, go on a pre-tested questionnaire conducted to test the reliability and validity of the questionnaire, and conducted a large-scale survey; fifth part is data analysis and hypothesis testing, statistical analysis, followed by reliability and validity analysis, and then use structural equation modeling to test the theoretical model, finally analyzed and summary the assume of the model validation results; sixth part is conclusions and recommendations, noting influencing factors of service products online group-buying participating intentions sequencely are:performance expectancy, effort expectancy, online-buying experience, perceived risk, product factors, facilitation conditions, social influence; among them, performance expectancy, effort expectancy the online-buying experience, perceived risk influence consumers’online group-buying behavior intentions directly, product factors, facilitation conditions, social influence impact on consumers’online group-buying behavior intentions indirectly.