Empirical Study On The Influence Of New Custome’s Flow Experience And Initial Trust To Buying Intention

Nowadays, the e-commerce market is having a sustainable and good development inChina. The number of online sellers and consumers increases very fast. However, theexpansion of the scale can not cover the problems of this market, such as producthomogenization, lack of trust, etc. Facing the attractive opportunity while the fiercecompetition on the other hand, the question about how to highlight self unique featuresand attract new consumers’ eyes, then gain their initial trust and favor, becomes an urgentproblem influencing online sellers survival and development and also needing immediatesettle.In order to solve the problems above, researchers have done a lot of analysis anddiscussion. They find that consumers’ perception of the hedonic and utilitarian value ofthe website is an important factor influencing their website preference. About the researchof the hedonic and utilitarian value of the website, researchers often utilize flowexperience and TAM. Meanwhile, researchers, also find out that, consumers’ initial trustwill influence their online buying intention, among these researches, some have discussedthe relationship between TAM and initial trust. However, after careful analysis, we findthat there is little research about flow experience, initial trust in China, especially theresearch under the background of online purchasing. The researches about the relationshipamong flow experience, TAM and initial trust, and how the three influence online buyingintention is not sufficient, either. Therefore, we plan to research these questions in thisthesis.Firstly based on the literature analysis, integrating flow experience with TAM, alsoadding another factor, trust, namely, from perspective of new consumers’ hedonicperception (flow experience) and utilitarian perception (TAM), and trust level, we build aconceptual model and put forward the hypotheses. Then we use empirical research todiscuss the inner relationship among these factors and the effect mechanism, and furthercheck the explanation of the model and the significance of the hypotheses.In the empirical research, to ensure the validity of the scales, after quality interview,expert instruction, pilot study and small sample survey, we adjust the questionnaire manytimes. About the research method, we mainly use two tools, SPSS11.5and LISREL8.70,and adopt several statistical methods such as missing value analysis, normal distributiontest, reliability analysis, Exploratory Factor analysis, Confirmatory Factor Analysis, and Structural Equation Modeling to test the conceptual model and the hypotheses. The resultshows:①Flow experience has a crucial effect on online buying intention. Tele-presenceinfluences online buying intention through concentration. Interactivity influences onlinebuying intention through enjoyment and concentration.②TAM has an obvious effecton online buying intention. Both perceived usefulness and perceived ease of use influenceonline buying intention through enjoyment and concentration.③Initial trust has asignificant effect on online buying intention.④Flow experience and TAM have anobvious relationship. Perceived usefulness and perceived ease of use can be antecedentsof flow experience.⑤Flow experience and initial trust have an obvious relationship.Interactivity has a significant effect on initial trust.⑥TAM and initial trust have anobvious relationship. Both perceived usefulness and perceived ease of use havesignificant effect on initial trust.