Abstract
Based on the Theory of Planned Behavior, this research is to construct a logit model on online shopping intention of undergraduate consumer and discuss the main influential factors and extent on that. We find out it is greatly influenced by price of goods and the student’s knowledge on computer and online currency clearing. We finally propose relevant suggestions and countermeasures for buyers and suppliers of online shopping.
Highlights
Based on the Theory of Planned Behavior, this research is to construct a logit model on online shopping intention of undergraduate consumer and discuss the main influential factors and extent on that
Based on the Theory of Planned Behavior, we shall start from the conditions that undergraduate consumers have per se and their comment on online shopping to consider the main influential factors on undergraduate online shopping, which will be corresponding to the three layers of the Theory of Planned Behavior and the interaction among them
Hypothesis 4: the conception, knowledge and ability of online shopping is positively correlated to online shopping intention; Hypothesis 4a: the transformation of online shopping conception is positively correlated to online shopping intention; Hypothesis 4b: computer knowledge and Internet currency clearing knowledge of undergraduates are positively correlated to online shopping intention; Hypothesis 4c: the ability to distinguish product authenticity is positively correlated to online shopping intention
Summary
On consumer online shopping intention, non-Chinese scholars have made a great deal of research. Forsythe & Shi (2003) and Teo & Yeong (2003) respectively discussed many influential factors on online shopping. Koyuncu and Bhattacharya (2004) studied the influence of responsive sensitivity, price, payment risk and delivery on individual online consumption decision-making and consumption frequency. Rohm and Swaminathan (2004) classified online consumers based on buying intention. Cass and Fenech (2003) studied the behavior mechanism of Internet user’s online consumption. Hsu et al (2006) made a vertical research on consumer’s continuous online shopping behavior, and expanded the Theory of Planned Behavior. On consumer online shopping intention, non-Chinese scholars have made a great deal of research. Koyuncu and Bhattacharya (2004) studied the influence of responsive sensitivity, price, payment risk and delivery on individual online consumption decision-making and consumption frequency. Cass and Fenech (2003) studied the behavior mechanism of Internet user’s online consumption. Hsu et al (2006) made a vertical research on consumer’s continuous online shopping behavior, and expanded the Theory of Planned Behavior. Lian and Lin (2008) analyzed the influence of consumer’s characteristics on online consumption under condition of different product type and service. Lee and Kwon (2008) utilized cause and effect graph method to analyze online shopping recommendation system and its influence on consumer’s decision-making and behavior Lian and Lin (2008) analyzed the influence of consumer’s characteristics on online consumption under condition of different product type and service. Farag et al (2007) applied structure equation model to analyze the relationship between online shopping and store shopping. Lee and Kwon (2008) utilized cause and effect graph method to analyze online shopping recommendation system and its influence on consumer’s decision-making and behavior
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