A Study On The Influencing Factors Of B2C Platform Consumers' Acceptance Intention

With the rapid development of Chinese network economy, every major e-business have transformed in B2C, following the changes of market demand. According to the "Data Test Report of Chinese online retail market in2013" released by the100EC.CN, that during2013, in the top ten B2C enterprises on the market share, nine of the ten are independent sales B2C. They are currently carrying out varying degrees of open platform, and leading a large number of third-party brands into them. However, with the major independent sales B2C opening platform, there have been a lot of problems:(1) fake breeding;(2) censorship of site is lax;(3) defending consumer rights is so difficult. These make a lot of consumers reject goods of the third party brands. This paper aims to study the factors which will affect the acceptance intention of consumers to the opening platform of B2C.Through sorting out and concluding results of previous studies and literature, this study believes that the independent sales style B2C opening platform bring changes of information systems. This study research the factors of acceptance to opening platform based on the TAM, adding several factors of service quality during opening platform and perceived risk as the antecedents. The qualities of service of opening platform consult the dimensions of web’s. The qualities that we select are B2C platform’s reputation, the third party brands’ reputation, the third party brands’ prices, the third party brands’ satisfaction, unity of payment, unity of customer service, unity of delivery and unity of web-design. We use the SPSS19.0to test the reliability, validity of the questionnaire, and do factor analysis. After analyzing the data by stepwise regression, finally we get the correlation conclusion.After validating the model with SPSS19.0, this study gets the following conclusions:Consumers’ perceived ease of use and their attitudes have a direct impact on their behavioral intention, perceived ease of use influences on their perceived usefulness, perceived usefulness and perceived ease of use jointly influence consumers’attitudes. In addition, antecedent factors as perceived venture, B2C platform’s reputation, unity of payment, unity of delivery and unity of web-design impact consumers’ attitudes and behavioral intentions indirectly through perceived usefulness and perceived ease of use.Finally, this study explains the conclusion related above, and put forward several recommendations corresponding with the reality of B2C opening platform. The results of this study provide some reference value for the future development of B2C opening platform and subsequent researchers, reflecting some practical and theoretical significance.