Developing An Instrument For Measurement And Factors Affecting Attitude Toward Online Shopping

With the rapid development of Internet, online shopping of the Internet technology as the hardware platform subsequently developed. From the previous China Internet Center on "China Internet Development Statistics Report" found, although the rapid growth of the number of Chinese Internet users, but the real number of people shopping online is growing slowly, there is considerable difference. The majority of our users gather more information through the Internet, instead of online shopping. Currently, online shopping is still in the early stages of development, people know little about the attitude of consumers shopping online and factors. Based on the domestic status of online shopping attitudes, this study will develop an instrument for online shopping attitude, and research the factors affecting online shopping attitude.Through collecting and sorting related literature, combining with empirical research, this paper proposes a framework for enhancing our understanding of consumers'attitudes toward online shopping. It proposed utilitarian shopping orientation, hedonic shopping orientation, convenience, wide selection, value, service, fun and homepage is the main factors affecting the attitude toward online shopping. This tool has a certain internal consistency reliability, content validity, construct validity. Through eight principal components factor analysis, we find wide selection, convenience and value is the decisive factor affecting the attitude toward online shopping. It was also found that online shopping consumers are more likely to hold utilitarian shopping orientation, rather than the hedonic shopping orientation.To TRA and the TAM Technology Acceptance Model as a theoretical foundation, according to the research of different countries in the field of consumer attitude towards online shopping, we build a new research model and propose 16 kinds of assumptions. By Pearson correlation analysis, we verify and confirm that 16 kinds of assumptions.By the regression analysis between utilitarian shopping orientation and perceived interests, we find that wide selection, convenience and value are the main factors affecting utilitarian shopping orientation. By the regression analysis between hedonic shopping orientation and perceived interests, we find that fun is the main factor affecting hedonic shopping orientation. By the regression analysis between shopping orientation and satisfaction, we find that utilitarian shopping orientation and hedonic shopping orientation are the main factors affecting satisfaction. By the regression analysis between shopping orientation and frequency, we find that utilitarian shopping orientation is the main factor affecting shopping frequency.