Decision model research of customers' first online shopping based on reference group influence

By introducing the reference group influence theory into the Technology Acceptance Model (TAM) for the first time, this paper discusses the effect mechanism of three types of reference group influence and all the variables of TAM. The empirical study shows that at customers' first online shopping, (1) reference group influence of choosing and using website positively affects their perceived ease of use, attitude toward using, behavioral intention to buy and actual online purchase; (2) reference group influence of choosing product positively affects their behavioral intention to buy; (3) reference group influence of value expressing positively affects their perceived ease of use, perceived usefulness, attitude toward using and behavioral intention to buy.