| Shopping online, an innovational way of shopping has a great deal of advantages compared with traditional shopping in shops and markets. However, because of the environmental impacts of the society and the consumers'distrust of shopping online and reliance of the traditional shopping mode, the development of online shopping in China has not been as fast as that of Internet development in recent decades. In order to analyze the problem in depth, this thesis cites the theory of innovation diffusion as a foundation and makes an analysis based on shopping online data offered by Internet Network Information Center (CNNIC) in recent years. The paper demonstrates the diffusion tendency of shopping online in China, illustrates the individual's shopping online purchase behavior. Finally, detailed suggestions for diffusion and development of online shopping are offered. This paper interprets the shopping online in two angles: innovation of shopping online and individual adoption. At first, the study presents the course of shopping online diffusion, describes the S-shaped curve and analyzes how the five innovative characteristics influence the whole process of online shopping. Then by study the way social individuals adopt shopping online, we divided the whole course into six stages: awareness, interest, information collection and evaluation, trial, evaluation of innovation adoption and finally adopting. Besides, we also learn that some certain personal characteristics can influence appraisal and choice in the course of adopting. Finally, we put forward constructive strategies for a boom of shopping online. |
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