Analysis Of Influence On The Online Shopping Attitude In C2C Ecommerce

As the rapid development of E-commerce based on the using of internet universally, more and more people start to do shopping on line. Especially, the development of c2c business is more rapid. However, in the process of c2c E-commerce developing, many problems concerning with consumers appear. Although the amount of people who try to do shopping on line is increasing, the ratio of people who have done shopping on line is low. What factors inhabit people to do on line shopping and what factors play an important role in choosing website and on line shop? In order to resolve these problems, we researched on the factors affecting the attitude of on-line shopping.Basing on the study of Technology Acceptance Model (TAM), we have integrated the main influenced factors of on line shopping and given some hypothesis. We analyzed two kinds of consumers including potential consumers and consumers who have done shopping on line whom we called experienced consumers. We have studied different influenced factors how to influence the attitude people do on line shopping. At the same time we have researched on the factors that influence consumers to choose web site and on line shops and compared with the difference between the two kinds of consumers.In this paper, we applied the method of combination of theory and Empirical Study, not only explained the model reasonable from the view of theory but also designed Questionnaire form to give survey to potential consumers and experienced consumers. Through statistics and analysis with spss14.0 to this data, we have researched on the attitudes toward on line shopping. We get that there is great difference between choosing website and shop. At last, basing on empirical study we give some advice to web site operators and sellers on line respectively.