Model Based On Tam And Idt Consumer Online Shopping Intentions Factors Research

Nowadays, internet is a new shopping channel. Compared with traditional commerce model, online shopping has its own advantages. In China, the B2C ecommerce is far behind the C2C ecommerce. Online retailing (Business to Consumer, B2C) is a vital part of ecommerce. Now it is facing some problems like no guarantee of reliability, short supply chain and bad service. We have B2C as our research objective. it is unclear what factors contribute to its acceptance by consumer. We try to explain how consumers accept online retailing from a theoretical view.First, Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) are the theoretical foundation in this paper. Key perceived characteristics of the web as a shopping channel are chosen to add into the model. The chosen characteristics of the web are web site quality, perceived risk, and trust. A modified Technology Acceptance Model combined with Innovation Diffusion Theory which can analyze consumer's adoption of online shopping from a web shopping channel view has been formed.Then, based on lots of related literatures, this paper formed a questionnaire to do the empirical research. We choose the consumers who have B2C websites shopping experience or have scanned B2C websites as the responders. We use the SPSS13.0 and Lisrel8.53 as the data analyzing tools. The results show:the TAM and IDT combined model is effective in China B2C environment; Web site quality positively affects the perceived use and perceived ease of use significantly;Trust negatively affects the perceived risk significantly;Trust, compatibility positively affects the consumers'attitude towards online shopping significantly, and perceived risk has a significant negative effect on the attitude.Finally, we give the explanation of the results and give suggestions to online shopping practitioners. This paper did some contribute to the development of ecommerce of China.