AN EMPIRICAL STUDY ON ONLINE GROUP BUYING ADOPTION BEHAVIOR IN CHINA

The main aim of this study is to build a research model to investigate the crucial factors affecting OGB adoption in China. First, a research model is constructed and three types of influence factors are identified: technology acceptance factors, social factors and psychological factors. By questionnaire survey, 232 valid samples are collected and the research model is tested with the help of SPSS 17.0 software. The results demonstrate that perceived usefulness (PU), perceived ease of use (PEOU), subjective norm, word-of-mouth, perceived low-price, and perceived playfulness have positive influences on consumers' adoption intention towards OGB in China. Nevertheless, the results show that perceived risk does not have significant effect on consumers' adoption intention towards OGB. Overall, this study extends the application of TAM and TPB to study OGB adoption behavior in developing countries. The findings make a contribution to understand the influential factors on consumer's adoption intention towards OGB in China and provide specific directions for online group buying websites to improve their service and enhance their competitions.