Factors influencing the adoption of online community group buying among Z generation in Shanghai, China

Abstract

With the rapid growth of internet infrastructure, China’s e-commerce sector has flourished, giving rise to online group buying (OGB). Accelerated by the COVID-19 pandemic, OGB has become popular for its affordability, product variety, and interactive shopping experience. Despite these advantages, challenges such as complex interfaces, information overload, and security concerns hinder wider adoption. This study aims to examine the influence of perceived usefulness, perceived ease of use, and perceived security on the acceptance of online group buying among Generation Z consumers in Shanghai. Based on 390 valid survey responses analyzed using structural equation modeling, the results show that all three factors significantly impact OGB acceptance, with perceived usefulness exerting the strongest influence. The findings highlight the importance of developing secure, user-friendly, and functional platforms to attract Gen Z users. This study offers practical insights for platform developers and contributes to understanding digital consumer behavior in China’s evolving e-commerce landscape, aligning with sustainable consumption, digital innovation, and inclusive economic growth.