TITLE:
The Impact of Characteristics of B2C Retailer on Purchasing Intention—Based on TAM Model
AUTHORS:
Qinchang Zhu
KEYWORDS:
Online Retailing, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Risks, Consumer Intention
JOURNAL NAME:
Open Journal of Business and Management,
Vol.4 No.4,
October
31,
2016
ABSTRACT: The rapid development of Internet makes B2C E-commerce more and more popular.
This paper is based on TAM model and related consumer behavior theory, structuring
the hypothesis model of consumer intention. Then we used SPSS 19.0 and Amos
21.0 to analyze data, and to explore the relationship between the characteristics of
online retail and consumer perception, and relationship between consumer perception
and consumer intention. The results suggest that: 1) credit degree negatively influences
perceived risks; 2) information quality has a significant positive impact on
perceived usefulness and perceived ease of use, and a significant negative impact on
perceived risk; 3) service quality has a significant positive impact on perceived usefulness
and perceived ease of use, and the impact on the perceived risk is not significant;
4) perceived usefulness and perceived ease of use positively influence purchasing
intention, perceived risks negatively influence purchasing intention. The conclusion
of this study may be useful for online retailer to make valid marketing strategies.