Based On The Technology Acceptance Model And The Perceived Risk Of The Consumer Online Purchase Intention

Along with the popularization of Internet, the online retail gradually becomes one kind of new shopping channel. Compared with the traditional shopping way, online purchase has such advantages that it does not limited by the space and time, the price is low, the category is diversiform, commodity information is rich and so on which enable the online retail trade to develop rapidly. But in China, the ratio of online purchase is relative low. The perceived risk is considered as the primary factor hindering the development of online purchase.Therefore, the research on the influence factors of consumer's acceptance to online purchase will be helpful to the fast development of e-commerce in China.This paper reviews the technology acceptance model and the correlative theories, the perceived risk theory and the correlative researches on the comsumer's online purchase, and on the base,it proposes the consumer's online purchase intention model based on technology acceptance model and perceived risk theory.At the same time, profiting from the theory of reasoned action and the theory of planned behavioral control, the model imports the subjective norm and the perceived behavioral control as to enhance the model's explanation strength and the forecast strength to consumer's online purchase intention.In the empirical research, the paper collects correlative dates through the questionnaire survey, then uses SPSS software to analyse the date to confirm the relations of each variable as well as the rationality of this model. The methods of data analysis include validity analysis, reliability analysis, descriptive statistical analysis, independent-samples T test, correlation analysis, regression analysis and path diagram analysis.The findings show that, perceived usefulness and subjective norm directly influence consumer's online purchase intention.Perceived risk and perceived behavioral control indirectly influence consumer's online purchase intention through consumer's online purchase attitude. The influence of perceived ease of use to consumer's online purchase intention is through such two variables that perceived usefulness and online purchase attitude separately and the influences to consumer's online purchase intention are all indirect.Finally, the paper summarizes the findings, puts forward the suggestions on the online retail enterprises engaging in the e-commerce work and makes the forecast to the following research.