EXPLORING THE SOCIAL AND PERSONAL FACTORS INFLUENCING ORGANIZATIONAL INTERNAL LINE GROUP BUYING INTENTIONS BASED ON THE TECHNOLOGY ACCEPTANCE MODEL

Abstract

Objective: This study explores factors influencing Taiwanese consumers' use of LINE group buying within organizations, integrating social media and e-commerce. Using the Technology Acceptance Model (TAM) and concepts from social psychology such as subjective norms, envy, and enjoyment, the study analyzes their effects on usage intention and behavior. The goal is to identify key influencers of usage intentions and support marketing strategies for LINE group buying platforms.

Method: Convenience sampling was used to collect 291 valid questionnaires. Data analysis with SmartPLS 4.0 software assessed the validity of measurement and structural models. Methods included descriptive statistics, reliability testing, validity testing, and regression analysis to ensure the reliability and validity of results.

Results: Significant findings indicate that perceived ease of use (β = 0.142, t = 2.047, p = 0.041), subjective norms (β = 0.349, t = 5.471, p < 0.001), and envy (β = 0.147, t = 2.345, p = 0.019) positively impact usage intention. Perceived usefulness (β = 0.123, t = 1.423, p = 0.155) and enjoyment (β = 0.143, t = 1.708, p = 0.088) are not significant. These suggest that ease of use, social influence, and envy are key drivers of usage intentions, providing valuable marketing insights.

Conclusion: LINE group buying platforms should emphasize simplicity, leverage social influence, and design incentives to utilize envy and boost purchasing behavior. Though the sample is limited to Taiwan, future research could expand, include more variables, and conduct longitudinal studies to comprehensively understand factors influencing LINE group buying and strengthen marketing strategies.