| With the further popularization of Internet in China and with the rapid development of online shopping, online shopping has become a kind of important shopping choices. Online shopping is still on the rapid development stage, many online shopping websites has emerged. But we should notice that the appearance of many network shopping platforms can not only bring convenience to consumers, but also bring many troubles of choices. Because of different platforms have different operating modes, information structures, instant communication tools and online payment platforms. In this case different consumers tend to choose a platform for more careful. Choosing a more secure and large shopping platform for accessing is the common hope of most consumers.The research was based on Technology Acceptance Model (TAM). Consumers perceived risks are included in the model as mediate recognition variables. I reference information system success models, classifying the dimensions of quality of platform, and perception of network externalities as the external variables is introduced into the model, finally the research of the basic model was formed. This study used questionnaires to collect sample date and collect data from 344 persons who have online shopping experience. We use SPSS 19.0 to analyze the questionnaire date to examine the hypotheses in the study.After the data analysis, I conclude several results and make some adjustments to the previous model. Platform information quality has no significant influence on perceived risk, platform sellers quality has no significant influence on perceived usefulness and perceived risk, perception of network externalities has no significant influence on perceived risk. Furthermore, perceived ease of use has no significant influence on access intention, perceived risk has no significant influence on perceived usefulness. And finally, this paper intends to conclude some suggestions towards the development of e-business and deliver forecast to the future research. |
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