A Research On The Influencing Factors Of Mobile Internet Group Purchase Based On UTAUT Model

Mobile Internet group purchase is a kind of mobile electronic commerce model to provide a better user experience for the consumer. It is based on the mobile terminal equipment of universality, portability, accurate positioning and other characteristics. Through the network group buying platform organizing the consumers of which have same purchase needs, so as to enhance the bargaining power of buyers, lower commodity prices, achieve whenever and wherever possible consumption. With the development and popularization of mobile terminal equipment and mobile Internet technology, market prospects for the future of mobile internet group purchase are very broad. Meanwhile, we should know, due to the rapid development of mobile internet time is short, the majority of consumers are just beginning to understand and access to mobile internet Group purchase. So, the problem is how to correctly treat the rapid development of mobile internet group purchase, analyzing the influencing factors, and making the targeted strategies to promote its healthy development. This requires the scholars and practitioners having further study.This study research on mobile internet group purchase factors, it is based on the original model of the UTAUT model and a large number of applications from the perspective of young users. It based on the business model of the mobile internet technology research, join the perceived risk and individual innovation in UTAUT model to establish the model of mobile internet group purchase influencing factors. Prior to amend the variable with case interview method and questionnaire survey method, finally, design the questionnaire of this study. Through the questionnaire,268 valid questionnaires were returned. Through the analysis of the empirical data on 268 valid questionnaires, the paper draws the performance expectancy, effort expectancy, social influence and individual innovation on usage intention has significant influence; the promoting factors and usage intention have a significant influence on usage behavior. However, the perceived risk has no significant influence on the usage intention.According to the research conclusion, I am put forward some suggestions for the development of the mobile Internet group purchase. First, to enhance the usefulness and usability of the mobile internet group purchase platform; second, expanding the social impact of the mobile Internet group purchase; third, to strengthen the mobile Internet infrastructure; fourth, to achieve fine management of Mobile Internet group purchase platform; fifth, reduce the risk to attract more users. Finally, putting forward the limitations and prospects of this study, and providing the reference for the future research.