Research On Factors And Their Effect On College Student Behavior Intention On Online Shopping

In the last five years, the E-commerce has flourished in China like a sprout back from the hibernation. According to the statistics of Shanghai E-commerce association , the turnover in this industry have reached RMB 200 billion annually from RMB 25.3 billion annually in the five years ago. Compared the prosperity in this industry in the last time , the e-commerce have stay very closed with the traditional business , and have cultivated a number of business empires, which in turn change the logistic and value chain system by which people do business. According to the paper on B2C industry in China, issued by CNNIC Jan.2007, more than 80 percent of people using internet as a platform doing shopping are under the age of 35. by studying the behavior of this part of custom ,we can get a deep understanding of B2C in China today ,and throw an light on the B2C tomorrow.Considering the individuality of Online shopping industry in China, both existing customers and potential ones are involved in our research. The thesis studies a large number of domestic and overseas research papers; uses element analysis'method and research procedure; select 14 elements that have important influence on the customer intention from such three perspectives as attitude about whole industry, consumers individualities, and web design elements . The thesis also proposes the research hypothesis about 14 elements according to domestic and overseas research results; and forecasts 5interacting effects among those elements according to the probable interacting effects that exist among elements. Through integrating 14 research hypothesis and interacting effect, the thesis establishes a comprehensive model consisting of 14 elements that have influence on the online shopping intention; test and revise the model in an empirical way. Especially, based on the specialty of youngster, who has a high compatibility with internet, we divided the existing customs and potential customs into two groups: the experienced and inexperienced buyers. And assumed these two groups my have different buying intention influencing elements or different way these elements work to buying intention directly and with each other. Further , we put forward a hypothesis that the former who have more plentiful experiences and likely to make comments about online shopping , may greatly influenced the online shopping intention of the latter, who may prefer accepting the electronic bible on online shopping from chatting room, bulletin boards, etc. Later, we used time series analysis to prove these hypotheses. The thesis focused on the campus online shops, and take current students in colleges, universities and graduated schools and fresh graduated students, who may miss the days in the campus and prefer to do shopping in camps online shops. With the supports of two statistic softwares : SPSS and Eviews, we use factor analysis, one sample T test, one way ANOVA, univariate, Linear regression ,curve estimation, biriviate analysis , autocorrelation ,cross-correlation analysis, grander causality test to prove and/or revise our tentative model and assumptions. Chapter one is the background and the main purpose of this research. This chapter also describes the structure of the thesis. Chapter two is literature review and focus on the concept of online shopping intention and models of TAM, IDC, BRM, and points out the research theme. Chapter three presents fourteen hypotheses of factors and five interactions between factors associated with online shopping intention. In the end of this chapter the author finds a comprehensive impact model of online shopping intention. Chapter four briefly introduced the mathematical principles of instruments and measures by which we analyzed the influence elements on online shopping. Chapter five clarifies the framework, study design and analysis steps based on chapter three. And chose the campus online shops popular in the big cities, especially shanghai as the empirical research object and gives the results of hypothesis test. Chapter six highlight some conclusions in the chapter five and come up with another two hypotheses, later , though autocorrelation, cross-correlation analysis, grander causality test ,we successfully prove the assumptions. Chapter seven summarizes the conclusions of this study, points out the significance of this paper in both theory and practice. The paper also points out a number of innovations, the lack of this study and gives some directions for future research.