| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 101 === E-commerce has become an important marketing and sales channel, complimenting traditional channels in the entire world. It is very critical to replicate this study about online shopping consumers’ behavior in Taiwanese and Russian online shopping environment to understand the determinants of online purchasing, and the factors influencing consumers’ intention to shop over the Internet. Knowing well the factors influencing online shopping would allow web retailers the possibility of adjusting their strategies to finally attract most of their potential consumers and profit most from the opportunities offered by e-commerce.
This study applies the Technology Acceptance Model (TAM) to online shopping context using the sample of 306 consumers in Taiwan and Russia. Participants were given a questionnaire in person. The results of survey data show that perceived ease of use and perceived usefulness have a positive influence on consumers’ attitudes toward online shopping. Trust has a positive impact on consumers’ behavioral intention, and a negative influence on consumers’ perceived risk regarding shopping online. Perceived risk has a negative effect on consumers’ actual behavior to shop over the Internet. Comparison analysis between Taiwanese and Russian online shopping showed that the perceived ease of use, the trust, the attitude and the behavioral intention in Taiwan are higher than in Russia. While the perceived risk is higher in Russia, than in Taiwan. It is clear that there is difference between these two countries, since every country has different cultures and different stages of online shopping development.
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