Research On The Factors Affect Consumer's Usage Intention Of Network Information Source-Base On IT Product

Consumer is usually search for relevant information to reduce the risk of purchasing befor making purchase decisions.Before the internet became Universal,consumer can only use traditional media for information search.But now the internet has become an indispensable part of our daily lives,this will inevitably impact on the way of customer information search.Based on previous research,this paper try to combining the technology acceptance model with the results of research on information search,to identify the factors which influence customer usage intention of network information source.Base on a review of technology acceptance model theory and consumer information search, this study build a theoretical model,to investigate influence of the information source of network's perceived convenience,perceived usefulness,search capabilities,perceived risk, subjective knowledge,self involvement,usage attitude,perceived benefit and cost of search to usage intention.This article surveyed laptop consumer in more than 40 cities,such as Changsha,Haikou, Guangzhou,Shenzhen,Beijing,Wuhan,and so on.Obtained 327 valid samples.Then use the software of SPSS13.0 and Amos4.0 to analyse these data,and the test suggest that:(1) Unexpectedly,search capabilities has no significant positive effect on usage attitude.(2) Subjective knowledge and self involvement has a significant positive effect on perceived benefit.(3) Perceived convenience,perceived usefulness,perceived risk and perceived benefit has a significant positive effect on usage attitude.(4) Usage attitude and perceived risk has a significant positive effect on usage intention; Cost of search has a significant negative effect on usage intention.