Group buying which is not new to Korean people in real world, where consumers who want to buy some items are colleted and someone of them is designated as an agency who should negotiate with sellers for price, has been appeared in some electronic shopping malls in Korea on the Internet. However, researches of group buying on the Internet have not reported yet, although those of individual buying patterns on the Internet have been reported in very diverse views. In this study, we examine the factors that would determine electronic consumers attitude and intention for participation of group buying on the Internet in Korea. In result, we found price consciousness, collectivism and innovativeness as antecedent variables that are well accepted statistically and our research model is also well fitted for explaining of group buying on the Internet.