Examining factors affecting consumers’ acceptance of online group-buying

• Main Authors: chung i ling, 鍾依伶
• Other Authors: 戴偉峻
• Format: Others
• Language: zh-TW
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/09659683658213216500

碩士 === 南台科技大學 === 資訊傳播系 === 100 === Following the advance of digital technology, people are getting to accept online shopping. Recently, online group-buying is one of the most important online shopping models. In order to provide important information for online group-buying companies for strategy, based on Unified Theory of Acceptance and Use of Technology (UTAUT), the study attempts to examine the factors affecting the acceptance of online group-buying by customers. There are 250 respondents in this study. The results indicate that discount expectancy and convenience expectancy have significant influences on intention to use of online group-buying. In addition, social influence plays the moderating roles on the relationship between effort expectancy and intention to use and the relationship between perceived time risk and intention to use. Furthermore, experience has a moderating effect on the relationship between perceived performance risk and intention to use of online group-buying.