Empirical Research On The Influencing Factors Of Consumer Online Purchasing Intention Based On The Expanded Theory Of TAM

With the rapid popularity of the global Internet, people’s lifestyles have also undergone material changes, the whole world unknowingly entered the era of the Internet economy. In particular, the emergence ofonline shopping, impacting on people’s lives，plays a huge role in promoting the development of the entire world economy. However, with the rapid rise in online shopping, how to cultivate consumer trust in the online store has became one of the main factors restricting further development of online shopping, and affected consumer’s confidence in shopping and purchase intention.This article treats the consumers’ trust in the online suppliers as a research point, and analyzes consumer online shopping behavior based on the theory of the TAM model. Innovation of this paper is to re-define the perceived risk and explain perceived risk from four dimensions, although many prior scholars have studied the relationship between perceived risk and trust, but current research scholars have not researched the relationship between secondary variables of perceived risk and trust. Therefore, this article will start with research form the analysis of the effect between perceived risk and trust.In this paper, students with shopping experience in the B2C website are the object of study. This research uses SPSS19.0and AMOS7.0software to analyze the survey data, verify the relationship among perceived ease of use, perceived usefulness, perceived risk, trust and purchase intention, and consider the moderating effect of the type of product in this study. The study concluded that there is a positive impact on perceived usefulness perceived ease of use performance of the online shopping the perceived usefulness of Internet shopping positively influences consumer trust in online merchants the financial risk of online shopping negatively impacts on trust the trust can positively affect consumers’ purchase intention while perceived ease of use has no significant effect on trust functional risks, privacy risks and distribution risk has no significant effect on trust different types of products has various effect on consumer perception. Finally, based on the above findings, the paper proposes measures to promote the development of online shopping.