Research On Shopping Online Consumers Behavior Of University Students–based On Tam Model

With the development of economy, the Internet and e-commerce, online shopping as a new form of consumption, China’s Internet users of Internet shopping is no longer strange, more and more users begin to accept and adopt this new form of shopping. And college students are the main consumers, online shopping more and more web merchants to target consumers frames for college students, therefore, study of factors affecting college students’ network shopping consumer behavior, not only enrich the theory of network consumption, also for the network business through e-commerce platform provides the theory basis for the correct marketing, has a certain practical significance.In this paper, Shanghai college students as the research object of this article, through the literature research to understand the research status of college students’ network shopping at home and abroad, to summarize the factors influencing consumers’ online shopping. Based on technology acceptance model TAM, and add the external variables, in order to complete reflect consumer behavior of college students for online shopping.Secondly, using the method of questionnaire survey, in the form of a questionnaire on Shanghai college students’ network shopping behavior empirical investigation. And combined with the consumption behavior of college students characteristics, adopt the method of combining qualitative analysis and quantitative analysis is put forward in view of the college students’ network shopping the theoretical system of the influencing factors of model, model contained in the college students’ individual characteristic variables, network products, network environment variables, etc.The study found that web site quality and college students’ network shopping perceived ease of use, perceived usefulness are positive correlation. Among them, the site quality and path coefficient was 0.538 between perceived ease of use, site quality between perceived usefulness and path coefficient is 0.511; Perceived ease of use is significantly affect the network shopping, perceived usefulness, perceived ease of use positive influence on online shopping intention, perceived usefulness positive influence on online shopping intention. The perceived ease of use on the perceived usefulness of path coefficient was 0.424, and perceived ease of use of online shopping intention path coefficient was 0.394, fully verify the position of Davis core variables in the model. Convenience, price perception of web shopping online shopping intention to have a positive influence, network interaction has a negative effect on online shopping intention. Negative influence perceived risk online.