| With the development of e-commerce,online shopping has been gradually accepted by consumers,and what factors affect the consumer choice in online shopping has become the focus of scholars at home and abroad.But this new shopping method in China is still at a lower level. Therefore,the topics of this article have some theoretical and practical significance.Based on technology acceptance model,this paper increases three extension variables,they are perceived risk of online commodity,perceived risk of online business and perceived risk of network,and then build a model of consumers' online shopping adoption.After a lot of reading literature,the author introduces another two variables,namely product factors and consumers' relevant experience,and then has a analysis of these two variables on the model of consumers' online shopping adoption.In the process of demonstrating the model,this paper mainly makes use of empirical analysis,carries out factor analysis and correlation analysis through SPSS13.0 and structural equation modeling through AMOS6.0 analysis.The result verifies that the model of consumers' online shopping adoption has a better fit,that is the attitude of consumers have been impacted significantly by perceived usefulness of online shopping,perceived ease of use online shopping, perceived risk of online commodity,perceived risk of online business and perceived risk of network.And the consumers' attitudes have a direct impact on their intention to adopt online shopping,but the assumptions regarding to the impact of product factors and experiences on the model of consumers' online shopping adoption have been part of the support According to the above research results,this dissertation proposes the marketing suggestions to online seller as the application of the conclusion at the end. |
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