Online Purchase Intention in B2C E-Commerce:An Empirical Study

摘要：

　　Online purchase intention is one of the most important research areas in management information systems and marketing science.This study extends theory of planned behavior (TPB) by including six important antecedents to online purchase intention.This study is conducted with a survey of 234 college students who have online shopping experiences.The collected survey data is used to test each hypothesis developed by using SPSS 18 and AMOS 18 in the research model.The results of data analysis confirm perceived ease of use (PEOU),perceived risk,and trust are essential antecedents in determining online purchase intention through behavioral attitude and perceived behavioral control.

关键词： Online purchase intention PU PEOU Trust perceived risk TAM TPB B2C

作者: Hongyao Ni

作者单位: School of Business, Nantong Textile Vocational Technology College, Nantong, 226007, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 482-489

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）