Modeling Consumers' Acceptance of Tuangou in China

Feng Hu; Yong Liu; Hongxiu Li; Bei Xiao
March 2012
International Journal of Digital Content Technology & its Applic;Mar2012, Vol. 6 Issue 4, p9
Academic Journal
There is no doubt today that online group shopping, or Tuangou in Chinese, has been the hottest topic for e-commerce merchants in China since 2010. In the past two years, big money has been devoted to Tuangou market. However, in contrast to its prosperousness in business world, there is a lack of relevant study in academy community. This study is among the first to contribute to new understanding on Tuangou consumers through empirically modeling their innovation acceptance intention. Availability of products and perceived risk are found to predict perceived relative advantage of Tuangou. Relative advantage, together with perceived complexity and social influence, is found to motivate the intention to use Tuangou. Both practical and theoretical implications are discussed.


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