Title :
Empirical research on the groupon technology acceptance mode
Author :
Liu Hong Wei ; Zhu Hui
Author_Institution :
Sch. of Manage., Guangdong Univ. of Technol., Guangzhou, China
Abstract :
As a kind of new electronic commerce mode, groupon has changed the way people was used to consume because of lower cost, more competitive price, higher efficiency. This paper aims to delineate a theory of technology acceptance model, using Gefen (2003) as its basic theory, and combining the truth of online groupon with the professional ability of information senders. At the same time, we add some concepts such as brands of business and groupon websites, consumers´ trust and the ability of community message senders. We got the data through college students by the 208 questionnaires. The empirical result indicates that business brand and groupon web sites quality are having the positive correlation with the trust of customers. This conclusion will provide decisive support to improve consumers´ willingness to join online groupon.
Keywords :
Web sites; consumer behaviour; electronic commerce; trusted computing; Gefen; business brand; community message senders; competitive price; consumer trust; electronic commerce mode; groupon Websites; groupon technology acceptance mode; information senders; online groupon; professional ability; business brand; groupon; virtual community (Tie strength Professional competence); web site quality;
Conference_Titel :
Information Science and Service Science and Data Mining (ISSDM), 2012 6th International Conference on New Trends in
Conference_Location :
Taipei
Print_ISBN :
978-1-4673-0876-2