| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系所 === 99 === Online shopping has become a trend, due to global internet development and a growing number of using the internet. However, the remote nature of online shopping lacks realistic touch, so consumer’s perceived risk is higher than physical store. Thus, a need to understand the determinants of consumer’s intentions to use online shopping and how to improve intention toward online shopping is emerged. This study based on technology acceptance model and goes through the factor of technology acceptance, web site interactivity, perceived risk, and trust to construct a model that explains the usage of online shopping.
The samples of this study are drawn from the students of colleges and institutes in Kao-Ping area. The method of stratified quota sampling was employed. A total of 450 valid questionnaires having online shopping experience were collected. Afterward, SEM is used as the major statistical method, and the conclusions include as followings: (1) The factor of technology acceptance ,web site interactivity,and trust has a positive effect on attitude toward online shopping. (2) Web site interactivity has a positive effect on trust. (3) Perceived risk has a negative effect on trust and attitude toward online shopping. (4) Trust has a positive effect on attitude toward online shopping. (5) Attitude toward online shopping has a positive effect on intention toward online shopping.
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