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

Volume

1

fYear

2009

fDate

26-27 Dec. 2009

Firstpage

625

Lastpage

628

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;

fLanguage

English

Publisher

ieee

Conference_Titel

Information Management, Innovation Management and Industrial Engineering, 2009 International Conference on

Conference_Location

Xi´an

Print_ISBN

978-0-7695-3876-1

Type

conf

DOI

10.1109/ICIII.2009.156

Filename

5369233