Meta - Analysis Of Empirical Research On Domestic Consumers' Online Shopping Participation Willingness

The study of consumer online shopping behavior has aroused widespread concern in academia in recent years, which achieved a great many research results. However, there are some inconsistencies in these research findings. In this paper, a meta-analysis of 123 domestic empirical studies on consumer online shopping behavior is conducted to arrive at universal and general conclusions that cannot be achieved by single research.Firstly, existing studies of domestic consumer online shopping behavior are reviewed and summarized to examine the general characteristics of these studies. Then, 123 empirical studies on consumer online shopping behavior were integrated to examine the research hypotheses. The results suggest that:(1) TAM, perceived risk theory, perceived trust theory and innovation diffusion theory are adopted generally in these studies; the main factors that affect consumers’ online shopping intention include perceived usefulness, perceived ease of use, perceived entertainment, perceived risk, perceived trust and subjective norm etc.(2) "perceived ease of use-perceived usefulness", "perceived usefulness- online shopping attitude", "perceived usefulness- online shopping intention " are positively correlated and the relationships are strong in general; " perceived trust- perceived usefulness", "perceived entertainment- perceived usefulness" and " perceived usefulness- online shopping intention " are positively correlated and; the overall relationship of "perceived risk-online shopping attitude" is negative; the overall relationship of "subjective norms-online shopping attitude" is positive and weak;(3) There are some factors which can explain the heterogeneity of the results of existing empirical studies. Scale features positively regulate the relationship of "perceived entertainment- perceived usefulness", "perceived usefulness- online shopping attitude", "perceived usefulness-online shopping intention"; published time of papers positively regulate the relationship of "perceived trust – perceived use", "perceived risk- online shopping attitude", "perceived use- online shopping intention"; in addition, the result of meta regression analysis also shows that heterogeneity can be partly explained by scale features and papers published time.The meta-analysis results of this paper can provide some suggestions and references for the study of consumer behavior in the field of online shopping.