| Online shopping is emerging as a new shopping method. Because online shopping can provide consumers abundant product information, not be constrained by the time and space, has low cost and the character of shopping convenience, as well as it can provide the product full of individuation and ordered by the consumers. So compared to the traditional shopping method, online shopping has more advantages which make it develop quickly. With the rapid increase of the number of user, 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.At the same time, researches about the online shopping behaviour gradually have been becoming a hotspot field. However, the researches on that the process of online shopping brings customers hedonic value are less. Those on that online shopping brings people interests, happiness and enjoy are almost the same. The hedonics value is relatively subjective and characteristic. The hedonic value often comes from the pleasure not just task finishing. Online shopping is a kind of forms of convenient shopping with the media of network. The process which Consumers accept online shopping and the one which they accept information is more or less alike. The TAM (Technology Acceptance Model) which proposed by Davis in 1986 may explain and forecast the action about people accepting information. This research is based on TAM and also it creates the models among hedonic shopping value, online shopping convenience, perceived usefulness and perceived ease of the online shopping and online shopping attitude and purchase intension. This research will make clear the relationship among them in forms of data collecting by questionnaire , data analyzing with SPSS to check the relationship among variables.The data analyzing represents that hedonic shopping value , online shopping convenience , and the usefulness and easiness on the online shopping perception will progressively influence online shopping attitude and purchase intension. It also shows that hedonic value the most heavily influences online shopping attitudes and online shopping attitude gives progressive influences to purchase intension.The conclusion reflects that consumers who have pleasure on the process of online shopping, and that the attitude that consumers choose online shopping is strengthened , so is the intension of choosing online shopping. To the marketing of online shopping website, how to make consumers have the pleasure during online shopping , hedonic value, is the most significant. |
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