Study Of Factors Impacting On Consumers' Online Shopping

Internet's fast development has already offered a lot of strategic opportunities for enterprise. As a kind of new shopping way, online shopping has offered the new marketing channel for enterprise. The market of online shopping of our country has a long way to go compared with developed country at the present stage, but after developments for many years in Internet, people are stronger and stronger in reliance on the network. The network is changing the life state of the society and life style unconsciously. With the rapid increase of the number of netizens, the prospect of online shopping is worth expecting, so the potential business opportunity of e-commerce field is what the enterprises must pay attention to.On the basis of relevant theories of consumer behaviour and through reading relevant documents about online shopping, we found out the factors influencing consumers' online shopping and established consumers' attitude and intention model of online shopping based on the Technology Acceptance Model. By compared consumers of different Internet's using skills, different frequencies of using virtual stores and different online shopping experiences, we found out the differences among their attitude, intention and influence factors of online shopping.Through collected data with questionnaire investigation and utilized SPSS11.5 to analyze the investigation result, the result shows: Consumers' attitudes have a remarkable and positive correlation with consumers' intentions of online shopping, consumers perceived trust of online shopping, perceived information quality of virtual stores, perceived service quality of virtual stores, perceived usefulness of online shopping, perceived ease of use of online shopping and perceived system quality of virtual stores affect consumers'attitudes of online shopping sequentially, consumers perceived trust of online shopping, perceived information quality of virtual stores, perceived service quality of virtual stores, perceived usefulness of online shopping and perceived ease of use of online shopping affect consumers' intention of online shopping sequentially. Consumers having different internet using skills have remarkable differences in attitudes of online shopping, perceived system quality of virtual stores and perceived information quality of virtual stores. Besides not having remarkable differences on perceived system quality of virtual stores, Consumers having different frequencies of using virtual stores and different online shopping experiences have remarkable differences in other aspects.Through an analysis of the result, we learn that how virtural stores to attact consumers. Virtural stores should make consumers feel reliable first, and then must offer abundant accurate product informations and satisfied services. It should offer the advantages of online shopping as much as possible, make consumers perceive online shopping usefully, make virtual stores convenient to use and guarantee the high quality of the system's softwares and hardware.