Exploring The Influencing Factors Of Consumers' Intention To Use Community Group Buying

In 2016,community group buying began to appear,and achieved rapid development in just a few years,showing the huge potential of community group buying.The competition of community group buying market is fierce,only attracting enough consumers can make related companies gain competitive advantage over the others,so it is very important to study which factors can affect consumers' willingness to use community group buying.Based on literature review,this paper constructs a research model based on Technology Acceptance Model and rational behavior theory to explore the influence of perceived usefulness,perceived ease of use,perceived playfulness,personal innovativeness,word-of-mouth,subjective norms and trust on consumers' intention to use community group buying.Besides,this study also explores the mediating role of trust between 6 factors above and consumers' intention and some other mediating paths.After designing the questionnaire with reference to the mature scale,442 valid questionnaires with experience in community group buying were obtained.SPSS 26 and Amos 26 were used to analyze the data,and the path coefficients of SEM were estimated when the data reliability and validity were up to standard.Through empirical research,the following conclusions are drawn: perceived usefulness,perceived ease of use,perceived playfulness,personal innovativeness,word-of-mouth,subjective norms and trust can have positive total effect on consumers' use intention,and the total effect value of perceived usefulness is the largest,while the total effect value of personal innovation is the smallest.Specifically,perceived usefulness,personal innovativeness,word-of-mouth and trust all have a direct positive impact on the use intention,while perceived ease of use has a significant direct negative impact on the use intention.Perceived pleasure,word-ofmouth and subjective norms can have an indirect positive impact on the use intention through trust.In addition,perceived ease of use,perceived playfulness and subjective norms can also have indirect positive impact on the use intention through other intermediary paths.Finally,according to the conclusion of the study,this paper gives some suggestions on management,including:(1)to meet the needs of consumers,related enterprises should attach importance to consumers' perceived usefulness relating to the aspects of product and service selection,platform function design,process optimization,etc.,because the usefulness perception has the greatest impact on consumers' willingness to use community group buying;(2)to optimize the user experience,organizers should make the design of online platform better and make sure the communications between the head and users are always pleasant,and also pay attention to offline pickup,after-sales service and etc.(3)to standardize the selection and training of the head,organizers can pay attention to the head's friendliness and integrity during the selection,and try to strengthen the head's ability during the training of community group buying.To maintain the head's loyalty and trust,one can set up reasonable reward and punishment mechanism;(4)strengthening the publicity to make the community group buying a fashionable trend,and then attract a large number of users with high personal innovativeness to take the lead in using,and then use the power of word-of-mouth to drive more users to participate in it,forming more and wider user groups.