The Study Of The Students’ Willingness About Online Shopping Based On Technology Acceptance Model

In recent years, the rapid development of Chinese e-commerce market, the original, the more consumers choose the network as the main way to consume themselves. However, the ensuing market competition is becoming increasingly fierce, e-commerce sites and found them to survive in the fierce market competition, factors affecting consumer spending should willingness to study the impact of consumers find online spending the main factors, targeted marketing campaigns, improve their market competitiveness.In the course of this paper, in order to create a new technology acceptance model for the study of basic research model, from the commodity characteristics, personal characteristics and college trust propensity website as a starting point, the perceived usefulness, perceived ease of use as intermediate variables studied, thus factors Henan college students to find out the intention of the online consumer impact.In the empirical research phase, combined purposes of this study, targeted questionnaire design, select Zhengzhou University undergraduates preliminary questionnaire was revised based on the results of the preliminary investigation of the initial questionnaire, the formation of the final questionnaire. In the formal investigation stage, there are many colleges and universities targeted selection of college students in Henan Province questionnaires for the survey, and the use of relevant software for the recovery over the questionnaire were related analysis, so as to achieve the purpose of this research study.The results show that the site characteristics, the product features can not only produce direct positive impact on college students in online shopping intentions, but by perceived usefulness and perceived ease of use of an intermediary role to make this more obvious influence, it also makes the perceived usefulness and perceived ease of use of the mediating effect has been verified. The study also showed that individuals tend to trust their online shopping Students also tend to have a very significant impact, the higher the level of personal trust students to have a more intense online shopping intentions, the lower the level of personal trust students to carry out the intention of the more online shopping weak.