Characteristics Of Site Characteristics And Individual Consumers To Accept The Degree Of The Impact Of Online Shopping

While e-commerce has proliferated worldwidely with its unique merits,many studies showed that consumer perceived risks are main factors that prevent e-commerce from further development. In China, still many people refuse to shop online considering many transaction uncertainties. Meanwhile, as the number of websites increases, the competitions between these websites are more and more fierce. In order to make effective marketing strategies, it is meaningful for web retailers to figure out what kind of characteristics that websites have could attract consumers and encourage them to do more online purchasing and what kind of consumes would accept online shopping more quickly and easily.The research was based on Technology Acceptance Model (TAM) with consumer characteristics and web characteristics as two outsider factors. Also, consumers perceived risks are included in the model as mediate recognition variables. We want to figure out these questions as follows: whether web characteristics are correlated with consumer online shopping perceptions? Are there any differences in perceptions towards online shopping between consumers with different characteristics? Whether consumer's perceived ease of use and perceived risks have impacts on perceived usefulness? What impacts these consumer perceptions would have on consumer's intention to shop online and their past shopping behavior.The survey was conducted from July 2005 to September 2005. The questionnaire was filled out by 354 samples chose randomly from college students and company employees in Shanghai City and Zhejiang Province.Our conclusion is as below: First, website characteristics are significantly correlated with consumers'perceptions of ease of use, usefulness and risks. Second, consumers in different level of age and revenue have differences in their usefulness perceiption and risk perceptions. Consume with diffenent web using experience perceived differently in their perceived usefulness ,perceived ease of use, perceived time risks, perceived finance risks and perceived performance risks. Third, consumers'prior online shopping experience, their satisfactions and personal innovations are significantly related with their perceptions. Fourth, consumer' perceived ease of use and perceived risks have signifcant effects on perceived usefulness. Fifth, consumer' perceived usefulness has a positive effect on consumer' intention to shop online while consumer' five types of perceived risks have passive effects on their intention to shop online. Sixth, consumer' perceived usefulness has a positive effect on consumer' prior shopping frequency while consumer' five types of perceived risks have passive effects on shopping frequency; In terms of relationship between consumer perceptions and prior shopping amount, this research found that only consumer' perceived usefulness has positive effect on prior shopping amount while only perceived financial risk and perceived performance risk have passive effects on prior shopping amount.