Discussion on the Behavioral Intention that Affects Consumers’ Use of Online Shopping

• Main Authors: Liao Shu Chen, 廖淑禎
• Other Authors: Wu Mei Ying
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/65447507641409642555

碩士 === 中華大學 === 資訊管理學系 === 95 === In recent years, the popularity and prosperity of the Internet not only promotes the general public’s willingness to use it, but also stimulates the upsurge of e-shops. Many business owners or enterprises have discovered that the Internet is quick in response and low in running costs, and it is able to provide more diversified products to satisfy customers while consumers find it extremely convenient as they can enjoy shopping from home, reviewing catalogue and placing orders for whatever they like, making payments by transfer, and receiving goods at the place they appoint. It is because of such convenience in online shopping that more and more people start to try this new type of purchase. This study is primarily based on the Technology Acceptance Model (TAM) and assisted with the Theory of Reasoned Action (TRA). Some exogenous variables that may affect the willingness of online shopping such as privacy, security and self-efficacy (SE) are also considered to discuss the hypothetic mode of TAM with respect to consumers’ attempts in online shopping and an empirical research was conducted to examine the hypothesis. Through the basis as mentioned above, a research framework and hypothesis were established and a questionnaire was designed. Later, a questionnaire survey was conducted with people who had experience in online shopping and the collected data were analyzed with SPSS and LISREL. Also the framework of this study was analyzed by the Structural Equation Modeling (SEM). The research results indicated that the figures of each index can serve as reference for proving the model. Finally, this study proposes relevant conclusions and suggestions based on the research results for the reference of Internet shop owners or enterprises and provides them with a direction for improvement.