Study on factors and integrated models adaptability involved in online group buying

Since online group buying is considered as a special type of e-shopping, consumers in China sharply increase their spending over the Internet recently. In order to understand Internet shoppers' willingness to take part in online group buying like www.groupon.com and its antecedents, this study focus on the analysis of the characteristics and business model of online group buying. Based on the analysis, it is found out that word of month is one of main factors influenced the willingness of customers. As a conclusion this study adds a construct, word of mouth, to the integrated model of technology acceptance model (TAM) and theory of planned behavior (TPB) and proves the theoretical adaptability of the integrated model to analyze the factors influence the Internet shoppers' willingness.