The Empirical Study On The TAM Model And Perceived Risk Based Consumer Online-shopping Behavior Research

With the development of internet and technology, online-shopping has already becomeone of the most popular ways of shopping among us. Risk is one of the differencesbetween online-shopping and traditional shopping. High level of perceived risk ofonline-shopping became the obstacle of the development of E-Business in China. So, it isimportant and rewarding to do some research on this topic which will benefit thedevelopment of E-business and the transition of economic development of China.This paper reviews the technology acceptance model and correlative theories, theperceived risk research based on online-shopping and hedonic and utilitarian theories aswell. It proposed an online-shopping intention model primarily based on TAM model andperceived risk theories. This paper collected correlative data through the questionnairesurvey and applied SPSS software to fully analyze the data to confirm the relationships ofeach variable as well as the rationality of the model. Methods of data analysis includevalidity analysis, reliability analysis, descriptive statistical analysis, independent-samplesT test, correlation analysis, regression analysis and path diagram analysis.After the data analysis, I conclude several results and make some adjustments to theprevious online-shopping decision model. Among the independent variables, gendershows no obvious co-relationship with the online-shopping based perceived usefulness,perceived convenience and perceived risk while other independent variables like product knowledge, online-shopping experience, internet experience and risk aversion shows astrong co-relationship with the online-shopping based perceived usefulness, perceivedconvenience and perceived risk. Besides these, I also conclude some results towardshedonic and utilitarian attitudes: hedonic attitudes show a strong negative relationshipwith purchase attitudes while utilitarian attitudes show a strong positive relationship withpurchases attitudes. At the same time, I find that hedonic and utilitarian attitudes havepositive relationship with different perceived risks. And finally, this paper intends toconclude some suggestions towards the development of e-business and deliver forecast tothe future research.