A Study on Factors of Online Group Buying Behavior
|關鍵字:||團購;電子商務;科技接受模型;知覺風險;涉入程度;Online group-buying;E-commerce;Technology Acceptance Model;Perceived risk;Consumer Involvement|
Group buying is one of the most fascinating human being’s activities in social commerce. There is always the rule: “The more people get in, the more discounts they get.” As the growing in electronic commerce, the way of group buying has also changed from traditional way to electronic way rapidly.In electronic way, there are also two major kinds of business models for group buying. This study discusses the influence factors of online group buying behavior, such as technology acceptance level and perceived risk. The way how technology acceptance level and perceived risk affect the intention of consumer group buying behavior is well examined. This study also uses the two major types of online group buying behavior and two different levels of consumer involvement as the moderators to examine how they influence the relationship between technology acceptance level, perceived risk and intention. The empirical survey shows the results as following:There is a significant, positive relationship between the technology acceptance level and the intention of online group buying; There is a significant, negative relationship between the perceived risk and the intention of online group buying;The different types of online group buying behavior have a significant moderating effect between technology acceptance level and group buying intention; The different types of online group buying behavior have an insignificant moderating effect between perceived risk and intention; The different levels of consumer involvement have an insignificant moderating effect between technology acceptance level and group buying intention; The different levels of consumer involvement have an insignificant moderating effect between perceived risk and group buying intention.