Affecting Factors Research On Attitude To Acceptance Of Shopiing Online

With the rapid development of the Internet, shopping online based on internet technology then developed. However, from "China's Internet development of the statistical report" issued by China Internet Network Information Center, we can see that the development of shopping online in China falls behind that of the Internet in China. Lots of Internet users still could not accept shopping online. Therefore, through empirical research methods, based on the contradictions between development of the shopping online and the Internet, this study probes what factors affect the consumers' attitude to acceptance of shopping online.This paper starts research with collecting relevant details at home and abroad, taking the theory of technology acceptance as the major cornerstone of the theory.According to the main difference between online shopping and traditional shopping, this study has added sense of security variables to the modle of technology acceptance.Meanwhile, according to online shopping environment, shopping website and consumers characteristics, eight external variables were proposed for the modle of technology acceptance (network closely, the net purchase experience, tend to trust, shopping Web site fast, shopping site authenticity, interactive shopping sites, legal and consumer technology convergence). Based on the eight external variables,it build the factor model of consumers' attitude to acceptance of online shopping by taking Nanning City college students as example through qualitative analysis.Firstly, by the SPSS15 statistical analysis software, it makes confirmatory factor analysis proving that the existence of eight external variables and the three intermediate variables are reasonable. Secondly, using AM0S7 statistical analysis software, it makes the structural equation analysis to look for what relationships among eight external variables, three middle variables and costumers' attitude to acceptance.Through empirical analysis, this study draws the following conclusions: the design of this model of the impact factors is reasonable, confirms that eight external variables are obviously related to three intermediate variables and affect the online shopping attitude indirectly. Finally, according to the conclusions, it makes reasonable suggestions and recommendations for sellers online.