An Empirical Study Of The Factors Influencing Participation Taobao Shopping

With the implementation of the “national informatization development strategy”,the development of electronic commerce is immensely accelerated. Enterprises, inview of the rise of e-commerce, begin to pay close attention to opportunities andchallenges brought by the Internet. Meanwhile, e-commerce is slowly changing everyone of us, and online shopping has gradually become a popular consumption patterninfiltrating into various social strata. Therefore, the research on the influencing factorsof online shopping behavior has its practical significance.According to the survey of the famous Internet analyst firm iResearch, Taobaoclaimed an e-commerce market share of more than80percent at the end of2011. Atsome extent, the company is a representative of an important development directionof e-commerce. A survey form iResearch, more than50%of college students oftenonline shopping, because college students generally prefer to online shopping anovelty, since the network shopping consumer development, they have given theattention and participation is far higher than other age groups. Important groups ofcollege students as a network group purchase, studies their shopping behavior theory,relatively more, based on the classical TAM model, based on the studies the relationbetween the participation intention and purchasing behavior, and studied therelationship between variables, hypothesis of intermediary effect.Based on the Risk Perceive Theory, the Reasoned Action theory, the mediationeffect theory and TAM model,this survey, combining with the characteristics of thenetwork shopping, on the basis of the original technology acceptance model, increasesthe perceived risk, online shopping commodity information, online service quality andother factors, to explore and use its intention to e-commerce shopping for collegestudents to participate in the behavior. The respondents of this survey include juniorcollege graduates, undergraduates, postgraduates and doctoral students. The surveycollected a large number of detailed data through email and site investigation, whichlaid a solid foundation for this paper.In this paper, through the study of interaction between various factors effecting theconsumers shopping, so as to provide reference value for Taobao and online stores,and then make the corresponding marketing strategy, and make its own contributionfor the research of electricity. This research mainly using descriptive statistics,variance analysis and factor analysis, correlation analysis, the mediation effectanalysis and so on to analyze data, inspection, then the function model of influencingfactors.Paper conclusion: Desire of Participation shopping online in the perceivedusefulness of shopping online, commodity information, service quality, in positive word of mouth on purchase behavior influence of mediation effect are completemediation effect; Desire of Participation shopping online in perception of ease of useand online positive word of mouth to purchase intermediary effect for partialintermediary effect.