Influencing factors of consumer's purchasing intention towards group buying website

Abstract

Starting from a simple business concept, group buying via websites has been became a successful business model and expanded dramatically around the world. There are a lot of research have been conducted about this topic and many result have been found in some countries but just only few study about this topic was conduct in Viet Nam where this kind of business model become more popular day by day. The aim of this research is to apply Technology acceptance model (TAM) to identify factors influence on customer purchasing intension when they buy product or service via group purchasing websites. The Literature review was also conducted to provide the theoretical framework for the research model. Construct measurement for five factor was introduced and questionnaire was prepared for testing the customer intention purchasing through group purchasing websites. After collecting and analyzing 253 valid questionnaires with SPSS and SPSS Amos software, the results has showed that Perceived ease of use, Perceived usefulness and Perceived low price have the positive relationship on Purchasing intention of group buying customer, while Perceive risk and Social influence don’t have influence on that purchasing intention. Although there are limitations of this study, this study is hoped to contribute implications for group buying websites managers when they want to improve service quality and enhance customer satisfaction. Keywords: Technology acceptance model (TAM), Group buying website, Consumer’s purchasing intention, SPSS and AMOS.