University Campus Network, Shopping Intention Of Driving Factors,

With the continuing development of the computer and the Internet technology, the world economy has gain great impetus. Internet has been familiar to more and more people in China, and it helped in both work and daily life. As far as online shopping is concerned, 22.1 percent Internet user in China have experienced shopping online, furthermore, customers' level of education tend to be positive related to the probability to shop online. Currently, a majority of the Internet users in China are young people and 31.8 percent of the them are belong to the age group of eighteen to twenty-four, who are mainly students on campus. Thus, to acquire a better knowledge of the main consumers of the future Internet economy, it is necessary to disguss and research the students' consuming behavior.Students can be regarded as a special consumer group, owning to the relative isolation of their living environment, they have different viewpoints and ways in consumption with other consumer groups. On one hand, they are sensitive to new trend in consumption; On the other hand, they are still dependant on their parents economically, in other words, they need to establish a sense of cost. This contrast between their consumption viewpoints and their economic condition do have an important effect on their practical behavior.In this disertation, based on the the TAM theoretical model, we study the effect of features of both campus website and products on the campus students' intention to shop on the campus website, which is mediate by shopping enjoyment, perceived usefulness and perceived ease of use.According to the results of statistics in our research, the system quality, information quality and service quality of the campus website and the product quality, price and the underline meaning of the product to the consumers are all related to the students' intention to shop on the campus website, and the above relationship is mediated by the shopping enjoyment, perceived usefulness and perceived ease of use. Concretely speaking, the more important influencing factors of the intention to shop on campus website are the system quality, product price and the underline meaning of the product, which cater to the students' preferrence for noval and fashionable trends in consumption.