The Factors Affecting the Continuance Usage Behavior of University Students towards Mobile Online Group-Buying in China

The purpose of this study was to explore the important factors that influence users' continuance usage behavior toward mobile online group-buying. Based on the characteristics of the mobile Internet, an extension of the UTAUT model is introduced to verify the proposed hypotheses. The structural equation modeling method is used to analyze the empirical data which come from universities in China. The results show that five factors are verified to influence university students' continuance usage behavior toward mobile online group-buying. The findings of this study may help the group-buying website and policymaker to better understand the users' usage behavior toward mobile online group-buying then take some actions or changes to keep the users' continuance usage behavior.