B2c Shopping Site Consumers Perceive Interactive Study The Impact On The Attitude Mode

The advancement of information technology fosters the development of electronic commerce. With the advent of internet, consumer's needs of individual lifestyle, virtual experience and the pursuit of special living style have change dramatically. Perceivedness is the foundation of consumer's mental process, while mental process is the premise of consumer's attitude and behavior. It is necessary to pay attention to perceived factors in order to understand consumer's behavior.This thesis makes the Technology Acceptance Model(TAM) which has been widely used in Electronic Commerce Research as platform, its member as objects, introduces Flow Theory and Perceived Interactivity Theory with its four dimensions(perceived vividness, perceived control, perceived responsiveness and perceived personalization), constructs the model from four dimensions of Perceived Interactivity as the variables, by using flow experience, perceived usefulness, perceived ease of use as the intermediate variables, and empirically explores the relationships among these variables and how the interaction affects consumer's attitude towards the virtual shopping mall.The first part of this article is a review of attitude, virtual experience, perceived interactivity and Technology Acceptance Model (TAM); especially we discuss the application of TAM in electronic commerce Research. Based on these concepts, we set up models about the structural relationship. And then, we proceed with empirical study through investigation based on four provinces' netcitizens' questionnaires (Jiangsu Province, Zhejiang Province, Fujian Province and Guangdong Province) and analyze dates using SPSS 13.0 and AMOS 5.0 to research into the relationship between Antecedents and intermediate variables and how the perceived interactivity affects consumers' attitude.The empirical result suggests that the four-dimensions of perceived interactivity have a positive impact on their playful cognition (virtual experience), functional cognition (perceived usefulness and perceived ease of use), and further influence the attitude toward website through intermediate effects from flow experience, perceived usefulness and perceived ease of use. Finally, we bring forward websites building advices in order to improve marketing effects.