Influencing factors of consumer intention towards web group buying

摘要

In this paper, based on the technology acceptance model (TAM) we explore the influencing factors of consumer intention towards web group buying. We took back 224 questionnaires. The samples are students and staff in the company, who are the typical web group buying consumers. We use correlation analysis and regression analysis to analyze the questionnaire data and test the hypothesis model. The results show that perceived risk does not have a significant impact on customer intention; however, electronic Word-of-Mouth (eWOM) and discount would influence the intention through changing consumers' perceived usefulness and subjective norm.