The Impact Of B2C Website Quality On Customer Attitude Based On TAM Theory

In the information age, because the powerful advantage of time, geographical and commodity options, online shopping has increasingly become a mainstream. When Taobao dominated the E-commerce market, vertical E-commerce business model has attracted a lot of intention. Gradually it becomes an living way in this market. While in the vertical business market got in saturation, each vertical dealer begins covet other business market, so the strength of the vertical business will eventually come into a comprehensive business development. While product homogeneity is more and more serious, besides the product itself, E-commerce website’s construction quality and perfect service system, are playing a bigger and bigger effect on the consumer shopping experience, and becoming the crucial issue for B2C website. Consumers must rely on the product information, functional operation, and Web services provided by shopping site to achieve online buying behavior.According to previous studies as well as the specific characteristics of the shopping site, this study established a website quality measurement system by three dimensions:information quality, system quality, service quality, and explores the impact of website quality on the attitude of online consumers based on the TAM model. Through a questionnaire survey of209online shoppers, the result proves the validity of the TAM model for predicting the online consumer attitudes. It also proves that information quality, system quality, service quality through intermediary variables perceived ease of use or perceived usefulness have significant positive impacts on consumer attitudes; The information quality、service quality have a significant positive impact on both perceived ease of use and perceived usefulness, but system quality only have significant positive impact on perceived ease of use, and it has indirect impact on the perceived usefulness through perceived ease of use, this may be because system quality focuses on technology as well as operating experience to consumers (perceived ease of use), does not directly provide useful information and services (perceived ease of use); According to the path analysis results, information quality has the sum of the indirect effects of0.399on the attitude, the sum of the indirect effects of system quality on attitude is0.113, and the sum of indirect effects of service quality on attitude is0.753, therefore, from the point of view of this study, the service quality is a key quality dimension of B2C e-commerce site to enhance the user’s attitude; This study also proved perceived ease of use influences perceived usefulness significantly, both of which have significant positive impact on consumer attitudes.Based on the findings, the study offered some markrting practices suggest for B2C e-commerce website bulding. B2C e-commerce website building needs around the user’s perceived ease of use and perceived usefulness strive to provide users with maximum convenience and value. For website service quality, interactive and personalized services is critical to enhance the user experience; for website system quality, the main emphasis is improving customer operating ease of use, and creating a fool-independent shopping process and Wizard; for website imformation quality, the key point is mainly to improve the ease of the user for access to and understanding of the information.But with the booming e-commerce, e-commerce sites also face more complex technical environment and the consumer environment, how dose the quality of e-commerce websites have specific impact on consumer attitudes under different conditions:such as difierent technology, consumer groups, industry and product characteristics, it remains to be further investigated.