Consumer Involvement in Research on Influence Factors of Online Group Purchase
|School||Xi'an University of Electronic Science and Technology|
|Keywords||online group purchase technology acceptance model individual factors structural equation model|
With the rapid development of China’s e-commerce, online group purchase in less than two years time, after rapid development after entering a relatively stable period, the number of users rising. Based on this technology acceptance model based fusion, diffusion of innovation theory, discusses the consumer participation online group purchase factors, build consumer participation online group purchase the influence factor model, through empirical research, as the online group purchase operators to provide suggestions to promote its development.Papers in original on the basis of TAM model, combining innovation diffusion theory, introducing the compatibility and perceived safety online group purchase of these two variables, in addition, consumers according to objective factors, the introduction of consumer personal factors (including gender, age, monthly disposable income, education and other variables). The article also discusses the online familiarity and Internet use on consumer involvement in online group purchase influence, and has online group purchase experience for consumers to participate in the influence of online group purchase. This article mainly through the way of questionnaire survey to obtain data to Spss17.0, and AMOS17.0as tools for empirical analysis.On the domestic and foreign scholars on the technology acceptance model, innovation diffusion theory and the area of electronic commerce research based on the analysis, the model design, based on the previous research results as well as online group purchase characteristics, the thesis puts forward the research model, secondly, according to the model, has carried on the questionnaire design and distribution, and a sample of the pretest, in this paper, a total of8variable set of45items,511questionnaires were sent out, get332effective questionnaires were empirical analysis; third, participate in online group purchase of consumers influence factorsThe empirical analysis. Through the research, obtained the following conclusions: effects of consumer involvement in online group purchase factors respectively, age, gender, monthly disposable income group purchase site familiarity and online group purchase experience and perception of these individual factors, online group purchase useful network perceptron and network convenience, compatibility, online group purchase intention of consumer attitudes, the network of these subjective factors, and the perception of network security for consumers to participate in online group purchase effect is not obvious.