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Based on the Improved Utaut Model to Study the Influencing Factors of User Participation Willingness in the Group Fission Marketing Model

The study aims at a special group behavior which named Group Fission, refers to the marketing method in which the invitee and the sharer form a group to enjoy benefits. We have no idea users’ willingness to participate in these marketing activities and what factors affect users’ willingness to participate before the study. The research on this problem can provide improvement ideas for the development of marketing model. The study is based on the UTAUT model, refers to the variables and items with high confidence in previous studies, and considers that users may be affected by other factors when participating in group marketing activities. In addition to the original variables of the UTAUT model, corresponding variables are added for the research topic. On this basis, the model is constructed, hypotheses are put forward, and empirical research and analysis are carried out. It provides suggestions and references for the design of Group Fission.