Influencing Factors of Consumers Use Intention in Virtual Community Group buying
Based on the characteristics of emerging virtual community group buying,the theory of rational behavior and the technology acceptance model,by using SPSS 19. 0 as the analysis tool and the multivariate linear regression analysis method for the empirical research,the mechanism of action between exogenous variables and the intention of consumers' using virtual community group buying is explored. Data analysis shows that these factors of exogenous variables influence consumers' use attitude through perceived usefulness and perceived ease of use and then affect consumers' use intention. The mechanism of action is that perceived usefulness and perceived ease of use positively influence consumers' use attitude. Factors that affect the perceived ease of use are the interactive environment,the validity of information,the quality of product and the quality of group buying service. Factors that affect the perceived usefulness are the frequency of interaction,the degree of interaction, the validity of information,the quality of product,the price of product,the quality of group buying service,the quality of logistics service and perceived ease of use. According to the research results,advices about the operational management of the virtual community group and the development direction are given,in order to enhance the consumers' use intention.