A Study On College Students’ Willingness To Use Information Services On Online Shopping Platform

With the expansion of the Chinese netizen scale and the growth of online retail sales,online shopping has surpassed traditional shopping to turn into significance custom of trade.Mobile intelligence is blossoming rapidly,Taobao platform has become the preferred mobile application for people shopping on the network with its own strength.From the age of the netizen,youngsters are the primary client in Taobao platform.Students in higher education,as dominating strength of youngsters,have enormous potential expenditure.Moreover,the country’s emphasis on information services and strong support in related fields promote the continuous optimization of the information services of online shopping platforms to meet the shopping needs of consumers.Students have a high degree of usage and acceptance of the information services of online shopping platforms.Online shopping has become their preference for shopping,and they are preferred to use the information services provided by online shopping platforms.Therefore,in order to better know more about students’ willingness to use online shopping platform information services,it is necessary to study college students’ willingness to use online shopping platform information services.In the research,students in the higher education are the subjects of study,the research background and significance of the scale of Internet users,the index of online shopping platform usage and the information service of online shopping platform are expounded.Through client intention and action are taken as pertinent study,as well as the content and pattern of Taobao online shopping platform message service.Determine the research thought and content,as well as the research framework and methods,and then take the concept of online shopping platform information service.The basis of research is TAM model and perceptive value,a model of students’ intention message service of shopping platform online is established.After analyzing variables such as loyalty,contentment and perceptive value,relevant hypothesis are proposed according to the model,and each variable is interpreted in detail,and develop measurement questions and conduct a pre-investigation to determine the rationality of the questionnaire.This paper collected data by sending questionnaires online,and utilize SPSS to analyses descriptive sample,credibility and validity detection,and relevance and regression,and Amos for structural equation model test.Students ’ intention and shopping platforms on line of massage service by analyzing draw a conclusion of the influence factors.Firstly,the research results show that loyalty,contentment,perceived value,community influence and client features,what counts is positive effects on the client use intention of variables,among which user characteristics and perceived value have the most significant positive impact on the use intention,followed by loyalty,community influence and contentment.Secondly,contentment is affected observably by PEOU and PU,and PU has a higher positive impact on contentment than PEOU.Eventually,according to the results obtain relevant proposal of promoting information services on online shopping platforms.