Proposal of A Research Framework on Consumer Purchasing Decision-Making Model in Online Group-Buying

摘要：

　　Online group-buying characterized by Groupon model in network socialization is developing rapidly in recent years.This paper focus on the description of consumer participation in online group-buying based on the aspects of the consumer point of view, analyzing four factors including interactivity, perceived usefulness, perceived ease of use, and perceived risk which affect consumers decision-making process.Based on the foundation of existing empirical research results, this paper proposes a consumer purchasing decision-making model in online group-buying, and proposes some suggestion for future research.

关键词： online group-buying interactivity perceived usefulness perceived ease of use perceived risk decision-making model

作者: Shi Bin

作者单位: School of Management,Shenzhen Polytechnic,Shenzhen,P.R.China

会议类型: 国际会议

会议名称: 2013 International Conference on Innovation, Management and Technology Research(2013年创新、管理与技术研究国际会议)

会议地点: 太原

会议语种:英文

页码: 132-135

在线出版日期: 2013-11-16（万方平台首次上网日期，不代表论文的发表时间）