Empirical research on the groupon technology acceptance mode

摘要

As a kind of new electronic commerce mode, groupon has changed the way people was used to consume because of lower cost, more competitive price, higher efficiency. This paper aims to delineate a theory of technology acceptance model, using Gefen (2003) as its basic theory, and combining the truth of online groupon with the professional ability of information senders. At the same time, we add some concepts such as brands of business and groupon websites, consumers' trust and the ability of community message senders. We got the data through college students by the 208 questionnaires. The empirical result indicates that business brand and groupon web sites quality are having the positive correlation with the trust of customers. This conclusion will provide decisive support to improve consumers' willingness to join online groupon.