CAJ | 학술논문

信息技术的快速发展极大地改变了人们的购物方式。近几年来，一种新的电子商务模式——网络团购——走进人们的视野，并逐渐受到追捧。本研究以技术接受模型和感知风险为理论背景构建消费者网络团购意向影响因素的研究模型，利用问卷搜集数据，利用偏最小二乘结构方程模型方法对201个消费者的数据进行分析，发现感知娱乐是网络团购态度的关键因子，并进而影响到网络团购意向；同时，感知风险对网络团购意向的影响不显著。本研究有助于理解消费者网络团购意向的形成机理，并为网络团购的营销实践提供参考和建议。
신식기술적쾌속발전겁대지개변료인문적구물방식。근궤년래，일충신적전자상무모식——망락단구——주진인문적시야，병축점수도추봉。본연구이기술접수모형화감지풍험위이론배경구건소비자망락단구의향영향인소적연구모형，이용문권수집수거，이용편최소이승결구방정모형방법대201개소비자적수거진행분석，발현감지오악시망락단구태도적관건인자，병진이영향도망락단구의향；동시，감지풍험대망락단구의향적영향불현저。본연구유조우리해소비자망락단구의향적형성궤리，병위망락단구적영소실천제공삼고화건의。
Development of information technology has greatly changed people＇s shopping style. Re-cently,a new e-business model of online group-buying gradually attracts the focus of the public. Under the theoretical background of both technology acceptance model and perceived risk, this study develops a re-search model exploring the impacting factors of online group-buying intention. We use survey method to col-lect data and use PLS （Partial Least Squares） Structural Equation Modeling （SEM） to test the research mod- el. We find that perceived enjoyment is the key factor of consumers＇ attitude toward online group-buying which further affects online group-buying intention. In addition, we find that perceived risk has no significant influence on online group-buying intention. This study can help advancing our understanding on the formation of online group-buying intention, and provide reference and suggestions for the marketing practice of online group-buying.