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	The motivation of consumer online shopping
	Li, CQ ; Zhao, P ; Zhu, Z ; Wang, Y
	2010-05-10 ; 2010-05-10
会议名称	Fourth Wuhan International Conference on E-Business: The Internet Era & The Global Enterprise, Vols 1 and 2 ; 4th Wuhan International Conference on E-Business - Global Business Interface ; Wuhan, PEOPLES R CHINA ; Web of Science
关键词	TECHNOLOGY ACCEPTANCE MODEL WORD-OF-MOUTH TRUST Business Computer Science, Interdisciplinary Applications
中文摘要	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.
会议录出版者	ALFRED UNIV ; ALFRED ; ONE SAXON DR, ALFRED, NY 14802 USA
语种	英语 ; 英语
内容类型	会议论文
源URL	[http://hdl.handle.net/123456789/19860]
专题	清华大学
推荐引用方式 GB/T 7714	Li, CQ,Zhao, P,Zhu, Z,et al. The motivation of consumer online shopping[C]. 见:Fourth Wuhan International Conference on E-Business: The Internet Era & The Global Enterprise, Vols 1 and 2, 4th Wuhan International Conference on E-Business - Global Business Interface, Wuhan, PEOPLES R CHINA, Web of Science.

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