| With the development of Internet,it had influenced many aspect of people's living. The people were getting more and more intense depending on Internet, in turn Internet had changed people's life style unconsciously. Under the Internet shopping was no longer limited by traditional manual transaction and limited trading hours, online retailer could not only sale their commodity without shopfront which could reduce the cost and broke the region limit but also could provide a diverser commodity to meet the customer need. Consumers payed more and more attention on online shopping ,mang consumers taking apart in ongline shopping made the development of onlie shopping increased rapidly .Study on influenced factors of consumers online shopping is a part of Internet marketing and the base of electronic commerce and network marketing practice, so it has great significance in the theory and the practice.The first section of this dissertation was literature review on the trends of the research on consumer behavior and related theories, then based on Technology Acceptance Model (TAM), introduced three new variable, customer characteristics, web characteristics and consumer perceived risk to discuss t the main factors affecting the consumer behavior focused on purchase decision-making process. This thesis is studied by combining the empirical analysis and normative analysis, putting forward hypotheses and testing hypotheses. We based on a large amount of references on the variables adopted by a lot of similar empirical researches abroad, designed the corresponding variables. The sample questionnaire has been adjusted and perfected through simulated surveys test. With the 280 valid data from on and off line random samples, this paper has empirical study to the hypothetical model and scale. We used various methods to appraise and verify our assumption such as factor analysis, univariate analysis, correlation analysis and structure equation modeling. Our innovation was as below:First, based on TAM, we introduced Customer characteristics.We analyczed the customer characteristics influence through four factors as basicpopulation statistic variable,online related experience,customer innovation andshopping guidance.we found that the influence of basic population statistic variablewas limited but online related experience,customer innovation and shopping guidanceremarkable related with online shopping. So online business should pay more attentionto these characteristic variables.Second, promoted the relationship between and online shopping attitude.The research of web characteristics included web popularity, knowledge, interaction,safety, amusement and efficiency. We proved fully the influence of web characteristicson perceived usefulness and perceived ease of use, thus direct affect online shoppingattitude. The research provided the important theory support for marketing strategy ofstrengthening the website construction for the online retails to enhance in the consumerimpression.Third, promoted the relationship between consumer perceived risk and online shoppingattitude.The research divided online shopping risk into three factors as online retails prestigerisk, online transaction process risk and privacy risk. The research indicated thatconsumer perceived risk hindered the development of online shopping. To promotemore consumers online shopping, online retails should take measures to reduce therisk.
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