| 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.At the same time, researches about the online shopping behavior are gradually becoming a hotspot field. As a consumer of online shipping, he is not only a user of the computer but also a shopper, so we can construct an integrated research model from technology acceptance theory (Theory of Planned Behavior, Theory of Reasoned Action, Innovation Diffusion Theory and Technology acceptance model), marketing (Consumer behavior theory) and psychology.Hofstede believed that the individual cultural character can influence individual behavior. In order to test this relation, this paper adopts the national culture dimensions of Hofstede, tests the effects of national culture dimensions on the online shopping acceptance behavior in individual level. In detail, first of all this paper reviews the literature about technology acceptance, and extends the technology acceptance model (TAM) by adding trust and perceived risk to construct the consumer online shopping acceptance model. Then based on the cross-cultural research, we introduce the national culture dimensions as the antecedents of online shopping acceptance model. This paper proposes hypotheses on how the national culture dimensions influence the online shopping acceptance behavior. By the date from survey, this paper tests the hypotheses, and use structural equation modeling to test the online shopping acceptance model. The empirical results show that the cultural character of individual influences the key variables of online shopping acceptance model significantly. |
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