An Empirical Study of Online Shopping Behavior Between Young Adults in Taiwan and Mainland China with Technology Acceptance Model

• Main Authors: Yu-Fang Tseng, 曾玉芳
• Other Authors: Jia-Jeng Hou
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/scgcc7

碩士 === 國立嘉義大學 === 企業管理學系 === 105 === Double eleven carnival (also called Singles Day) hit a turnover of 1 billion in 52 seconds in 2016. The festivals was created by leader of E-commerce, Mainland China and make young adults in Taiwan and Mainland China crazy. The profits which Double eleven carnival make are so high that make entrepreneurs value it. According to the double eleven carnival’s survey, the young adults have high shopping ability, so this study is going to talk about online shopping behavior between young adults in Taiwan and Mainland China. This study takes Technology Acceptance Model (TAM) as the theoretical basis. With the perception of usefulness, perceived ease of use for the online shopping system facets, perceived risk for commodity information facets and internal and external control for consumer facets, analyzing three facets how to influence purchase intention. And with reference groups as an interference variable among internal and external control for consumer facets and purchase intention. This study shows that online shopping products and spending time on online shopping are similar in young adults. The payment and picking methods are significantly different. Online shopping system has positive effect to purchase intention. Internal and external control also has effect to purchase intention. Purchase intention has positive effect to purchase behavior. Reference groups has interference effect among internal and external control and purchase intention. Only young adults in Mainland China have negative effect among perceived risk and purchase intention. According to the Empirical Study, we develop future research and practice suggestions. Sincerely hope this study will offer reference to online enterprises while they are making marketing or managerial strategies.