An Empirical Research on Factors Affecting the Adoption of Online Shopping
- 管理学院－已发表论文 
本文在创新接受理论的基础上,从渠道特性和个体特性的角度建立我国网络购物行为影响因素假设模型,并通过网上调查,运用结构方程建模进行实证研究。研究表明,感知网络购物有用性、感知网络购物容易使用、消费者网络经验、收入和体验型购物导向是决定消费者网络购物的关键因素。This paper uses the Technology Acceptance Model as a theoretical foundation to explore the adoption of online shopping. The theoretical model also adds what are argued to be key factors for the adoption of online shopping from the angles of channel characteristics and individual characteristics. An online-based, self-report survey is developed and administrated, which yield 312 valid sample. The structural equation modeling technique is used to evaluate the casual model. The result of the study indicates that key factors affecting consumers' adoption of online shopping are perceived usefulness, perceived easy of use, income, experiential orientation and internet experience.