Research on the Influencing Factors of Consumers’ Purchase Behavior of Pinduoduo E-commerce Platform Based on the UTAUT Model

With the rapid development of E-commerce, online shopping has become an indispensable part of most people's life. This paper takes Pinduoduo E-commerce platform as an example to study the consumers’ purchase behavior of Pinduoduo based on the integrated technology acceptance model (UTAUT theory). Then with the empirical analysis method to verify the main factors affecting the consumers’ purchase behavior in the Pinduoduo E-commerce environment. Finally, according to the empirical conclusions to provide suggestions for the development of Pinduoduo E-commerce platform, and help it gain the recognition of consumers and promote Chinese E-commerce. Introduction At present, online shopping has gradually penetrated into the lives of Chinese residents and become an important way of consumption. By June 2017, the number of online shopping users in China had reached 514 million, accounting for 68.5% of the total number of Internet users, an increase of 10.2% compared with the end of 2016. Despite the rapid development of E-commerce and the continuous innovation of E-commerce platforms, there are great changes in consumers’ behavior and psychology under the increasingly developed social and economic conditions. Meeting the needs of consumers is the key to success for enterprises, so it is urgent to study consumers’ behavior. Literature Review UTAUT model is proposed by Venkatesh[1], Morris and other scholars used for reference eight main theories of technology acceptance and behavioral intention. UTAUT divides variables into two categories by reintegrating previous model arguments. One is the core variables, including performance expectation, effort expectation, social impact and contributing factors. The other is the regulatory variables that have significant impact on the core variables, including gender, age, volunteerism and experience. UTAUT model has the simplicity of theory to be a theoretical basis, so many scholars have done a lot of empirical research in the field of E-commerce. Wang Feifei (2012) used UTAUT as the basic model and introduced the new core variable of shopping pleasure when studying college students' online shopping consumption tendency[2]. Suixin (2012) supplemented the acceptance and use model of social group-buying users based on causality theory, network socialization theory and perceived risk theory[3]. Wang Bingchuan (2013) revised the social factors in UTAUT model into third-party evaluation when she was studying the online group-buying[4]. Jiang Dan (2017) found that consumers' perceived entertainment of mobile purchasing significantly positively affected their consumption intention in the study of consumers’ purchase behavior in mobile electronic environment based on UATUT model[5]. Sheng Yanling (2017) took technology acceptance model as the theoretical basis to study the impact of online purchase intention of college students in B2C E-commerce environment[6]. All the above studies are based on the mature model of technology acceptance model, and based on it, the model is expanded and improved by adding new variables, so as to achieve the purpose of studying practical problems.