基于TAM和网络外部性的团购参与意愿研究

Research on Consumers’ Participant Intentions of Network Group-buying on the Basis of TAM and Network Externality

近几年,互联网上出现了一种新型消费模式——网络团购,它通过网络将某些产品或者服务的顾客需求进行集聚,对消费者行为方式都产生了较大的影响。基于技术接受模型,团购参与意愿受感知团购的有用性、易用性、风险性影响,通过调查研究分析,在消费者在感知团购有用性、易用性比较大,且感知团购风险较小的情况下,消费者团购参与意愿较强;同时,基于外部性理论,在团购购买人数较多时消费者感知有用性、易用性更强、风险性更小,会更加愿意参与团购。

In recent years,a new consuming model appears on the internet—group - buying,which influences consumers’ purchasing behavior a lot by gathering consumers’ needs and wants of certain products or services through internet. This article,based on the theories of Technology acceptance model and Network Externality,aims to build the participant intentions of web - based group - buying model,and then reaches a conclusion that consumers have stronger willingness of involvement when their perceived usefulness and ease of use are higher and their perceived risks are lower. At the same time,this article points out that consumers’ perceived usefulness and ease of use will be higher while there are more people involved.