An empirical study on the behavioral intention to use mobile group purchase apps: Taking Meituan app as an example

Abstract

With the popularity of the Internet and the continuous development of mobile communication technology, the new shopping mode of online group buying attracts a large number of consumers quickly. In order to improve consumers ‘willingness to use group-buying mobile applications developed by group-buying enterprises, this study takes the group-buying mobile applications as an example, based on UTAUT model and combined with factor analysis and regression analysis of the collected questionnaire data, to explore the influencing factors of consumers’ willingness to use group-buying mobile applications. The results show that among the six factors we studied, consumer perceived reputation, social impact, individual innovation, performance expectation and effort expectation have a significant positive impact on consumers willingness to use group-buying mobile applications, while consumer perceived risk has no significant impact on consumers willingness to use group-buying mobile applications.