Abstract Based on the psychology reactance theory, this paper constructed the theoretical model about elements which would affect consumers’ acceptance intention to initiative recommendation group-buying. 458 valid responses were collected based on context experiment,and the research model was empirically tested by using structural equation modeling.The results reveal that consumers’ acceptance intention to initiative recommendation group-buying has positive relationship with their psychology reactance emotion,and the psychology reactance emotion is influenced by the buying environment,product and the consumers’ personal characteristics. Research results can help online businesses to reduce consumers produce psychological resistance to its active recommend buying mood factor,can optimize active recommend buying for online merchants to offer reference to the marketing effect.
MO Jun,TUN Di,DIAO Hong-Xia. Research on Willingness of Online Consumer to Accept Initiative Recommendation Group-buying. Economic Survey, 2015, 32(2): 093.
2015, Vol. 32 
