Title :
A University Student Behavioral Intention Model of Online Shopping
Author :
Hu, Yong ; Sun, Xin ; Zhang, Jing ; Zhang, Xiangzhou ; Luo, Fanghao ; Huang, Lijun
Author_Institution :
Sch. of Bus., Bus. Intelligence & Knowledge Discovery, Guangdong Univ. of Foreign Studies, Guangzhou, China
Abstract :
University students have been the most important online consumer group. Accordingly, this research intends to build up a university student behavioral intention model originally based on technology acceptance model (TAM), to explore the contributing factors of intention of online shopping and their interactive relationships. We conducted sampling survey of students from Guangzhou Higher Education Mega Center, giving support to our model. The result of the model shows that perceived usefulness, perceived ease of use, perceived entertainment and perceived risk have different influence on the attitude towards using online shopping. This research is to help online vendors to better understand online consumers´ behavior and offer constructive suggestions to promote online marketing.
Keywords :
consumer behaviour; marketing; retailing; Guangzhou Higher Education Mega Center; TAM; online consumer behavior; online marketing; online shopping; technology acceptance model; university student behavioral intention model; Bismuth; Business; Electronic mail; IP networks; Industrial engineering; Information management; Innovation management; Internet; Sampling methods; Sun; Technology Acceptance Model; behavioral intention; online shopping; university student;
Conference_Titel :
Information Management, Innovation Management and Industrial Engineering, 2009 International Conference on
Conference_Location :
Xi´an
Print_ISBN :
978-0-7695-3876-1
DOI :
10.1109/ICIII.2009.156
