Research on Factors Influencing Consumers’ Willingness to Use Community Group Buying Platform

• 영문명: Research on Factors Influencing Consumers’ Willingness to Use Community Group Buying Platform
• 발행기관: 한국유통과학회
• 저자명: Youwei QI Jing SONG Yiming LIU Zhuoqi TENG
• 간행물 정보: 『유통과학연구(JDS)』제22권 제5호, 1~10쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.05.30

영문 초록

Purpose: The study aims to identify the key factors that influence consumers' propensity to utilize community group buying platforms, employing the Technology Acceptance Model (TAM) as a theoretical framework. Research design, data and methodology: The research design involved selecting 192 consumers with experience in community group buying and analyzing the data statistically using SPSS 23.0. Hypotheses were tested utilizing the structural equation modeling software AMOS. Results: Key findings indicate that the attributes of products offered on community group buying platforms significantly enhance consumers' perceptions of usefulness and ease of use. Furthermore, these perceptions directly correlate with consumers' intentions to use the platform. Conclusions: This research, grounded in the TAM, delves into how external factors of the community group buying platform impact perceived usefulness and ease of use, and subsequently, how these perceptions affect consumers' purchasing intentions. Based on these insights, several recommendations can be proposed for the platform's development: The platform should strive to enhance product quality and cultivate a positive reputation. Strategic promotional initiatives should be designed to attract new users while retaining existing customers. Continuous optimization of platform functionalities is necessary to augment users' perception of usefulness. These measures are anticipated to foster user engagement, increase adoption rates, and contribute to the overall success and sustainability of the community group buying platform.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Research Design

4. Results and Discussion

5. Summary and Limitation

References

키워드

The Community Group Technology Acceptance Model Usage Intention