The motivation of consumer online shopping

被引：0

作者：

Li, CQ ^{[1
]}

Zhao, P ^{[1
]}

Zhu, Z ^{[1
]}

Wang, Y ^{[1
]}

机构：

[1] Tsing Hua Univ, Sch Econ & Management, Beijing 100084, Peoples R China

来源：

Fourth Wuhan International Conference on E-Business: The Internet Era & The Global Enterprise, Vols 1 and 2 | 2005年

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The authors develop a conceptual model based on technology acceptance model (TAM) which integrating trust, security, transaction cost, word-of-mouth and direct experience to investigate the motivation of consumer online shopping in China. The proposed model was tested in an online survey by a countrywide database and structural equation modeling was applied to analyze the data. Results show that customers in China have tended to buy inexpensive goods; trust and security positive influence customer online shopping motivation; transaction cost negative related to customer online shopping motivation; word-of-mouth may effects customer trust to online store.

引用

页码：244 / 251

页数：8

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