A Study Of User Using Group-Buying Websites Behavior Based On Technology Acceptance Model And The Perceived Risk

• Main Authors: Chia Wei Li, 李嘉偉
• Other Authors: Shun Ming Tang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/24313598569360756731

碩士 === 國立雲林科技大學 === 資訊管理系 === 102 === In this day, the Internet has already developed, the way people shop has evolved from physical stores to use the Internet to make purchases, the emergence of Group-buying websites makes people be able to lower prices of products purchased, therefore more subject of the general population favorite. This research aimed to explore the use of Group-buying websites user intention. The thesis is based on Davis (1989) developed technology acceptance model and the perceived risk , to explore the usefulness of Group-buying websites , ease of use and user’s perceived risk how to affect attitude and intention of use. The research uses the questionnaire survey procedure, and used people who have experience of use Group-buying websites as the main research objects, and thereby understanding the perspective of research objects of Group-buying websites and this research used structural equation model to analyze it. In the research results, we can found our perceived usefulness and perceived ease have positive affect attitude, especial perceived usefulness, and attitude of use also have positive affect the user intention. But perceived risk is not significant to influence attitude. The study results are expected to provide the industry of Group-buying websites as a reference in the development of the network platform to increase their business performance.