A Study On Consumer Behavior Intention On Online Shopping

With the expansion of Internet access we are now witnessing an expansion of the use of electronic commerce. This current thesis develops a conceptual model to predict consumer intentions of online-shopping based on the technology acceptance model (TAM). Several key variables are integrated into the model. Specifically, we introduce a new variable-subjective norm to the model from Theory of Reasoned Action(TRA). Researchers have acknowledged that TAM is a prominent useful model for explaining user acceptance of a new information technology. However, consumers' acceptance of shopping online is the same with the user acceptance of a new information technology.Our model was empirically tested using data collected from 186 questionnaires and analyzed using multiple regressions. The results show that the technology acceptance model (TAM) is valid in predicting the intentions of online-shopping. All hypothesized variables except privacy were significant. And subjective norm is an important factor and enhance the explanatory power. The conceptual model explained up to 52.9% of the online shopping intentions.This thesis has some interesting findings that shed light on consumer perceptions and behavior with respect to online shopping.First, results indicate that the Technology Acceptance Model could be successfully applied to online shopping behavior, Perceived usefulness and perceived ease of use is still found to be the major variables of online shopping attitudes.Second, experience and knowledge of Internet is an important external variable and has significant effect on perceived ease of use, perceived risk and perceived entertainment.Third, another external variable -demographic factors have direct impact with experience and knowledge of Internet. It has not direct impact with perceived ease of use and...