An Empirical Research of Impacts of Review System on Online Shoppers´ Intention Based on TAM

Based on 287 samples collected from four universities, as well as three virtual communities of online shops in China, the author analyzed the impacts of review system on online shopping intention. A model reflecting characteristics of e-commerce based on TAM was created. Four features of review system (Quality, Quantity, Accuracy, and Interactive) were chose as independent variables, while Usefulness, Ease of use, and Trust were chose as intermediate variables, and Intention was the dependent variable. 9 hypotheses were proved while 12 were presented. The results show that Quality, Quantity have significant influences on Usefulness of review system, while Quality, Interactive have significant influences on both Ease of use of review system and the Trust of online shoppers toward review system. This research also proved that Usefulness, Ease of use, and Trust of review system have significant impacts on online shoppers´ intention for transaction online. The implication of this research for e-retailers is that they should use review system of their online shops effectively, thus improve customers´ online shopping intention.