技术接受模型
可用性
虚拟社区
结构方程建模
团购
透视图(图形)
质量(理念)
业务
知识管理
心理学
营销
计算机科学
万维网
互联网
人机交互
哲学
人工智能
机器学习
认识论
作者
Ming‐Tien Tsai,Nai‐Chang Cheng,Kun‐Shiang Chen
标识
DOI:10.1080/14783363.2011.614870
摘要
The purpose of this paper is to provide a research model to examine the impact of technology acceptance factors and social factors on online group buying (OGB). Based on an empirical survey of 346 online adopters of OGB in Taiwan, the paper uses structural equation modelling to investigate the research model. The findings indicate that perceived usefulness (PU), a sense of virtual community (SOVC) and trust in the VC (virtual community) are determinants of OGB intention. In addition, perceived ease of use and website quality influence PU. To sustain a successful group buying website, attention must be paid to enhancing user's SOVC, website functions and usability. Practitioners can apply the findings of this study to focus on the determinants of success for their online shopping websites. Theoretically, while drawing upon technology acceptance relevant studies, this paper provides a model that is capable of lending an understanding of the determinants of OGB intention. From a managerial perspective, the findings should provide further insight into members’ behaviours, leading to more effective strategies for increasing the number of customers.
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