This document outlines a study on consumers' behaviors when using mobile group-buying apps. It will explore how hedonic and utilitarian value perspectives influence consumers' behavioral intentions. The methodology section states that 300 college students in central Taiwan will be surveyed using a 32-item instrument to measure various constructs from prior literature. Their responses will be analyzed to test the measurement and structural models developed from the literature review.

1. 1

2. CONTENTS
INTRODUCTION
LITERATURE REVIEW
METHODLOGY
1
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2
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3
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2

3. 01
INTRODUTION
3

4. Introduction
Mobile commerce
M-commerce
4

5. Introduction
5

6. Introduction
6
O2O = Online to Offline

7. Purposes of the study
To understand the consumers’ behaviors in
O2O
To explore the influence of value perspectives
on consumers’ behavioral intentions by using
mobile group-buying apps
7

8. 02
LITERATURE REVIEW
8

9. Literature Review
There are two important dimensions:
hedonic and utilitarian values by developing
a scale that are reflected in accounts of
shopping's "dark side" and "fun side" for
assessing consumers' evaluations of a
shopping experience along.
9
(Babin, et al., 1994)

10. Framework
10
Hedonic
value
Utilitarian
value
Perceived risk
Behavior
intention
Repurchase
Media
Richness
Website
quality
PIIT
Perceived
Ease of Use
Perceived
Usefulness

11. 03
METHODOLOGY
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12. Participants
Convenience Sampling
Central Taiwan
300 College Students
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13. Instrument
13

14. Instrument
14
Device
8
Chong et al. (2012)
Personal
4
Agarwal & Prasad (1998)
15
Babin et al. (1994)
Value
Content
5
McKnight et al. 2002
32 items

15. Instrument
15

16. Procedures
Pilot test The survey
Data
collection
16

17. Pilot test
40
College
students
Central
Taiwan
17

18. Data analysis
Measurement model
Structural model
18

19. 19
Thank You
for Your
Listening!