| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 106 === Online group buying (OGB) model was established in Vietnam in the end of 2010 and attracted consumers’ attention. To study empirical situation and suggest solutions to develop this business model in the future, this research is conducted in hope of determining factors influencing online group buying intention of consumers in Ho Chi Minh City. The research is based on TAM model (Technology Accept Model) and other theories to propose online group buying intention model. Then, the 212 usable data were collected by the convenience sampling method; the Exploratory Factor Analysis (EFA) and Regression analysis were deployed. The research findings indicated that (1) Perceived usefulness, (2) Perceived ease of use, (3) Website Quality, (4) Interactivity, (5) Trust, (6) Low Price have a positive effect on the online group buying intention of consumers in Ho Chi Minh city. This study devotes a scientific reference for OGB enterprises, Governmental Authorities and consumers in Ho Chi Mih City, as well as initiates further research about the OGB intention.
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