| As the rapid development of economy and internet's globalization, B2C e-commerce has more and more important effect on national economy, firm performance and personal life style. Although the research on influence factors of B2C e-commerce personal adoption were done early and many, most of them were overseas or in Hong Kong and Taiwan. So, the study on influence factors of Chinese B2C e-commerce personal adoption is of great importance.At first, online shopping as the delegate of retailing, online bank as the delegate of financial and insurance industry, and online tourism as the delegate of social service industry, are chosen as the paper's study subjects. Then based on the literature review of online shopping, online bank and online tourism's personal adoption influence factors, combining the characteristic of B2C e-commerce, integrated model of B2C e-commerce consumer behavior intention is conducted with the questionnaires being designed subsequently. Through pilot test, nine influence factors of B2C e-commerce personal adoption are obtained: financial-time risk, social and psychological risk, trust, security and privacy, subjective norm, web experience, perceived entertainment, perceived ease of use, and perceived usefulness.Finally, through the formal questionnaire we get the empirical research results: (1) The influence factors of B2C e-commerce personal adoption are perceived usefulness, security and privacy, subjective norm and perceived entertainment; (2) The influence factors of online shopping personal adoption are perceived usefulness, subjective norm, perceived entertainment and web experience; (3) The influence factors of online bank personal adoption are perceived usefulness, subjective norm and perceived entertainment. (4) The influence factors of online tourism personal adoption are subjective norm and perceived usefulness; (5) There is industry difference among the influence factors of online shopping, online bank and online tourism personal adoption. |
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