A Study On Consumer Acceptance Intention On Website Providing Professional Service

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 acceptance intention on professional service website based on the technology acceptance model (TAM).In order to make the model perfect,several key variables are integrated into the model. Specifically,we introduce the variables,Perceived authority,On-line word of mouth and Subjective norm to the model from Theory of Reasoned Action(TRA).In this study,we combined the methods of theoretical and empirical studies,not only explaining the model theoretically,but also validating the model effectiveness by designing the questionnaire,conducting a survey of statistics to Internet users who are more than 18 years old and analyzing the gathered data by the statistic software SPSS 13.0 and AMOS 4.0.According to the idea of the assumptions made in the study,the main conclusions are drawn as follows:1.Technology acceptance model in explaining the acceptance intention on website providing professional service is still valid.Perceived usefulness and perceived ease of use are still important deciding factors about the acceptance intention on such kind of websites.2.Perceived risk is still the main obstacle about the acceptance intention of consumers on website providing professional services.3.Perceived authority is an important impact to the acceptance intention on website providing professional services.Research shows that perceived authority is an important factor of the intention,which is related tightly to word-of-mouth network.4.The network experience and subjective norms,as impacts of acceptance intention on website providing professional services are gradually weakened.Conclusion of this study has a certain reference value for the website providing professional services of Chinese enterprises to develop marketing to explore their online market.