The motivation of consumer online shopping

被引：0
|
作者：
Li, CQ [1 ]
Zhao, P [1 ]
Zhu, Z [1 ]
Wang, Y [1 ]
机构：
[1] Tsing Hua Univ, Sch Econ & Management, Beijing 100084, Peoples R China
来源：
Fourth Wuhan International Conference on E-Business: The Internet Era & The Global Enterprise, Vols 1 and 2 | 2005年
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
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页码：244 / 251
页数：8
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