A Study Of Actors Influencing Customers’ Online Shopping Intention

In recent years, with the Internet era, the rapid development of computer and network technology, the number of Internet users is growing rapidly. Development of the age of electronic commerce, online shopping has gradually consumers accepted, what kinds of factors affecting consumers’online shopping intention has become the focus of the study of domestic and foreign scholars. But relative to the foreign countries in terms of the literature in this regard relative to research the depth is not deep enough, formed the theoretical basis is rich enough, so this study consumers ’online shopping intention of some help to enrich consumers’ online shopping theory theory and reality has a certain significance. This article is in the technology acceptance model based on the reference model of the original three variables, perceived network useful, easy-to-use-aware network-aware network risk. Extension of the three variables at the same time, that is, online shopping reputation, to build the model of consumer online shopping online shopping experience and product factors. Analysis of the relationship between these three variables on the model of consumer online shopping as well as variable.Empirical analysis of the model, we take SPSS13.0statistical tools to test the reliability and validity of the questionnaire data, at the same time to take AMOS6.0structural equation modeling analysis, results verify the consumer online shopping model fitted better, use Pierre Johnson (the Pearson) correlation coefficient to test the consumer online shopping model the linear relationship between the six variables. Perception online useful, perceived ease of use, network risk, and online shopping experience have a significant effect on consumer online shopping intentions, product factors on online shopping intention were also supported. Based on the above findings, the China e-commerce businesses, and recommendations related to the guiding marketing strategy, as the application of the conclusions of this study.The main conclusions:(1) perceived usefulness, perceived ease of use, perceived network reputation and experience in shopping networks on consumer online shopping intentions positively correlated, the network risks and shopping intention was negatively correlated, they have a significant impact on consumer online shopping intentions. According to the research data in this article has concluded that the perceived degree of useful shopping intention.(2) factors affecting consumers’ shopping intentions, positive relationship between reputation and product standardization program on shopping intention, a negative relationship between product prices shopping intention.(3) Online shopping reputation, perceived usefulness, perceived ease of use was positively related to a negative correlation, and network risk.(4) Online shopping experience and perceived usefulness, perceived ease of use was a positive relationship, and the risk of negative relationship.(5) Factors affecting consumers’ shopping intentions, positive relationship between reputation and product standardization program on shopping intention, a negative relationship between product prices shopping intention.(6) Students of network usage, its impact on online shopping intention. Students of the network age the longer the longer the average daily time spent online, the stronger the intention of online shopping, the more likely to shop online.According to these conclusions in this article on our e-commerce businesses or online stores employing the following suggestions:First, the accurate positioning of the network of consumers, improve the efficiency of network marketing. Second, to simplify the online shopping process. Third, establish and improve the network security system. Fourth, timprove logistics efficiency. Fifth, minimize shopping risks. Sixth, the emphasis on the reputation of online shopping.