| dc.description.abstract | Online group buying means that user can shop with social community without any time and space restriction and via the internet effect, the efficiency and the efficient of group buying can also be multiplex. The economy scale is the most interesting way that online group buying could appeal to the user involved in it. However, the age of time always change and the whole environment also been improve. We think the way user decides to make an online group buying will be different. In Taiwan, Online group buying is a hot issue no matter in the academia or business world. In order to know the whole traces and factors of online group buying in depth, we conduct a research on the user who had an experience of attending the online group buying group in Taiwan. For the purpose of this research, we hope we can promote a valuable advice and conclusion helping the development of E-commerce.Our research method is based on the UTAUT(Unified Theory of Acceptance and Use of Technology) model and add “Perceived risk”, “Sociability” and “Perceived Playfulness” as a direct influence construct on “intention to use”；Furthermore, we modify the original moderators and bring up an idea that “Conformity influence” and “Gender” will moderate the relationship between “intention to use” and “user behavior”. In the test and analysis part, we use SPSS 12.0 for Windows and LISREL 8.54 arrange the data we collected and using SEM (Structural Equation Modeling) verify the data. The result showing below：“Performance expectancy”, “Effort Expectancy”, “Social influence” and “sociability” has an positive influence on “Intention to use”；“Perceived risk”, “Perceived Playfulness”, “Facilitating condition”, “Conformity influence” and “Gender” doesn’t attain any statistically support
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