An Empirical Investigation on the Adoption of Online Shopping of University Students in China

Structural equation model is used to analyze factors which have influence on the adoption of online shopping of university students in Mainland China. Those factors include perceived usefulness, perceived ease of use, Internet knowledge, functional service & after service of online shopping, perceived risk, reputation, and the use willingness of online shopping. As the empirical results suggest, perceived usefulness and perceived ease of use have influence on the use willingness directly and significantly. Internet knowledge and functional service & after service of online shopping affect the purchase intention indirectly through the influence on perceived usefulness and perceived ease of use, respectively. All results above are consistent with our assumptions and statistically significant. However, there are still several assumptions which are not supported by the empirical results, such as the relation between Internet knowledge and perceived risk, the relation between the reputation discussed and perceived risk. Reasons are given to explain these results.