Factor Analysis Of Undergraudates’Online Shopping Based On Technology Acceptance Model

With the development of information and network technology, online shopping serves as a new sale method, on the one hand, many enterprises have paid more attention to it because of its low cost and no constraints of time and space. On the other hand, many young people have pursued for it, because of its fashionable, low price, and no constraints of time and space.In this paper, it takes college students as the research object to find factors that affecting college students’ online shopping and build the corresponding analysis model based on reading the relevant theory, literature and expert interviews, so as to analyze the relationship between attitudes and intentions of college students on online shopping; the relationship between students’ perceive factors and attitudes, intentions on online shopping; and compare the differences between internet proficiency, frequency of browsing online stores and whether or not online shopping on students’ perceive factors, attitudes and intentions of college students’online shopping. By collecting data through questionnaires, it uses SPSS17for corresponding data processing and analysis, the results show that:(1) Attitudes on online shopping show a significant positive correlation with intentions of college students.(2) There is a significant positive correlation between perceived online service quality, perceived use, perceived system quality, perceived information quality, perceived online shopping safety, perceived ease of use, perceived commodity price and attitudes of online shopping, then the impact degree declines from big to small. There is no significant difference on perceived commodity quality(3) There are significantly positive correlations between perceived online service quality, perceived use, perceived information quality, perceived system quality, perceived ease of use, perceived online shopping safety and intentions of online shopping, then the impact degree declines from big to small. There is no significant difference on perceived commodity quality and perceived commodity price.(4) There are significant differences of internet proficiency between attitudes, intentions, perceived ease of use, perceived use, perceived information quality, perceived system quality, perceived commodity price and perceived online shopping safety. The higher the internet proficiency, the higher influence of these factors has. There is no significant difference between internet proficiency and perceived online shopping quality.(5) There are significant differences between frequency of browsing online stores and other perceived factors exclude perceived commodity quality and perceived online-shopping service quality.(6) There are significant differences between whether or not online shopping and other perceived factors exclude perceived commodity quality, perceived commodity quality and perceived online-shopping service quality.Through the analysis of the findings, we know that, online enterprises want to attract college students, should provide high-quality services, provide high-quality commodities, provide advantages of online shopping, provide high-quality product information, provide high-quality system platform, provide a secure online-shopping system, provide ease use online-shopping platform and provide price-competitive products.