The motivation of consumer online shopping

The authors develop a conceptual model based on technology acceptance model (TAM) which integrating trust, security, transaction cost, word-of-mouth and direct experience to investigate the motivation of consumer online shopping in China. The proposed model was tested in an online survey by a countrywide database and structural equation modeling was applied to analyze the data. Results show that customers in China have tended to buy inexpensive goods; trust and security positive influence customer online shopping motivation; transaction cost negative related to customer online shopping motivation; word-of-mouth may effects customer trust to online store.