An Empricial Study About Infuluence Of Customer Participation On Online Shopping Behavior

With the development of Internet technology and the rapid growth of online shopping, customer participates more frequently and plays a more and more important role during online-shopping. As a result, to analyze the behavior of online-shopping participation is meaningful.In order to research on online-shopping participation and its influence, this study gives literature review, establishes model, gives hypotheses and uses questionnaire to conduct empirical study. Besides, this study develops the scale measurement items of customer participation in specified onlineshopping environment. The main achievements are shown below:First of all, combining the literature summary of previous studies and the unique characteristics of online-shopping, this study divides customer participation into4dimensions-Information Searching, Information Sharing, Responsibility Behavior and Customer Interaction. According to the methodology of designing scale measurement item, this study conducts the process of literature summary, focus-group interview, scale and descriptive item design, data collection and test, and finally designs the measurement items of online-shopping participation.Besides, this study uses online-shopping behavior intention as explained variables to study the influence of customer participation on online-shopping. Considering the characteristics of online shopping, this study adds two middle variables-Trust and Perceived Control to find the path of how customer participation can influence customer behavior intention of online-shopping. By conducting questionnaire and using SPSS15.0, AMOS20.0software, this study uses descriptive analysis, reliability test, validity test, correlation analysis, regression analysis, and SEM approach to conduct data analysis. The purpose is to verify the influence of the explaining variables-4dimensions of online-shopping customer participation on the two middle variables and the final explained variable. According to data analysis, conclusions are drawn that except there is no significant effect between Information Sharing and Trust, each explaining variable will positively affect both middle variables-Trust and Perceived Control, thus positively affect final explained variable-customer behavior intention.Finally, based on empirical results, this paper summarizes some managerial suggestions and hopes to provide useful guidance to e-commerce management.