| In recent years, e-commerce offers a lot of opportunity for network marketing companies around the world, and along with the rapid growth of shopping websites. Shopping website has been very impressive by online shoppers and many retailers to expand their market. Online shopping or e-commerce is created for better marketing performance. And retailers are mixing strategies to meet the demand of online shoppers. They are busy in studying consumer in the field of online shopping, to see the consumer attitudes towards online shopping and specifically studying the factors influencing consumers to shop online.Research goal of this paper is to investigate consumer’s intention of use towards shopping website quality of service parameters generally. Multiple regression analysis is conducted for the research method. The research findings are the qualities of service shopping site have five parameters which are ease of use, information quality, customization, reliability and incentives towards the consumer’s intention of use that have a significant positive impact. The parameters of this research had been selected from frontier research which most commonly used to analyze. To understand the importance level of service quality shopping websites, this study also provides a statistical perspective to analyze the parameter rank of parameter importance, which is reliability, information quality, customization, ease of use, and incentives. Furthermore, consumers’ awareness of technology as a personal subjective perception would be affected as a personal attribution and external situations. As a matter of fact, even though the trends of online shopping marvelously upsurge, during using the online shopping website, customer might have some obstacles towards applying online shopping technically. It would cause the whole pace of online shopping are getting slower. In other words, no matter how good the services are, if consumers do not understand how to apply the shopping sites properly, consumers would encounter so many problems, and it would affect and reduce intention use of consumers. Therefore, consumer’s awareness of the technology is selected in this study as a moderator variable in the research model.Finally, we come from the conclusions of the study and provide a discussion of shopping website e-business or business-related network management advices, which are ease of use, information of quality, customization, reliability and incentives of the five parameter improvement of specific aspects, and the best practices of training of technical awareness method. |
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