Research on the Influencing Factors of Online Group-Buying Behavior Based on Unified Theory of Acceptance and Use of Technology Model

DOI

10.2991/aebmr.k.200908.024How to use a DOI?

Keywords

online group-buying, Unified Theory of Acceptance and Use of Technology (UTAUT) model, individual perception, social influence, usage intention

Abstract

With the development of Internet technology, online group-buying of the emerging e-commerce model has become more and more popular with consumers. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this paper explores the mechanism of individual perception and social influence on group-buying behavior through empirical analysis. According to the results, individual perceptions and social influences have significant positive effects on online group-buying behaviors; individual perceptions and social influences have significant positive effects on the usage intention of consumers; usage intention has a significant positive effect on the online group-buying behavior; individual perception and social influence play a part of mediating effect on the influence of online group-buying behavior. Based on this, this article puts forward corresponding marketing suggestions, with a view to providing reference for the marketing practice of online group-buying.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Mengyuan Liu
PY  - 2020
DA  - 2020/09/08
TI  - Research on the Influencing Factors of Online Group-Buying Behavior Based on Unified Theory of Acceptance and Use of Technology Model
BT  - Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)
PB  - Atlantis Press
SP  - 141
EP  - 149
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200908.024
DO  - 10.2991/aebmr.k.200908.024
ID  - Liu2020
ER  -