A Research About Consumers' Continued Online Shopping Intention Based On The Theory Of Planned Behavior

Since 1990s, online shopping has begun. The research on online shopping is more and more. On this backgroud, this study will focus on the continued online shopping.Theory of planned behavior has been widely used in other countries,but it's just beginning in China. Based on the theory of planned behavior,the questionnaire about beliefs of consumers'continued online shopping was designed. Then we explored the effect of these dimensions to attitudes, subjective norms and perceived behavior control.Next,we built the continued online shopping intention model based on Chinese consumers behavior.Finally, this study analyzed the demographic statistical variables that affect the continued intention. This study reached the following results:1. The questionnaire about beliefs of consumers'continued online shopping has highly reliability and validity. The questionnaire include six dimensions: behavioral beliefs, outcome evaluation, normative beliefs, motivation to comply, control beliefs and perceived power.2. The model of consumers'continued online shopping beliefs affect attitudes, subjective norms and perceived behavioral control is well fitted. In the student model,behavior beliefs has no significant effect on the attitudes, outcome evaluation and normative beliefs significantly impact on the attitudes, normative beliefs and motivation to comply significant effects on the subjective norms, control beliefs significant effects perceived behavior control. In the staff model, the effects of behavior beliefs and outcome evaluation on attitudes was not significant, normative beliefs significantly impact on the attitudes but the motivation to comply has no significant effects, normative beliefs significantly impact on the subjective norm, control beliefs significant effects perceived behavioral control.3. The model of consumers'continued online shopping intention is well fitted. The theory of planned behavior can predict and explain the continued online shopping intention. In the student model ,attitudes, subjective norms and perceived behavioral control are all significant predict factors. In the staff model, attitudes and perceived behavioral control are the significant predictive factors of continued intention, while subjective norms has no significant predictive effect on continued intention.4. Monthly income, the amount of purchase everytime, online shopping times, identity and the educational background has significant effects on consumers'continued online shopping intention;but gender, age, the years on internet and region on consumers'continued online shopping intention is not significant.