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Research on the Influence Mechanism of the Website Service Quality on the Online Shopping Intention: Mediating Effects of the Network Trust

Author: LiuLiang
Tutor: ZhouHong
School: Jinan University
Course: Business management
Keywords: Website Service Quality D&M Model TAM Perceived Trust
CLC: F724.6
Type: Master's thesis
Year: 2013
Downloads: 17
Quote: 0
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E-commerce developed rapidly as the Internet was widely used. Online shopping became anew channel tied with offline market because of its convenience and usefulness. According to“the China Internet Development Statistics Report” released by2013CNNIC,China’s onlineshopping users in2012was242million, increased24.8%than that of2011. Meanwhile, theturnover proportion of the online shopping market in social consumer goods market rose to4.2%from3%of2010. However, problems like qualities of product, delivery, information, and trust,etc., along with the rapid development of online shopping, had become a key factor for inducingconsumer’s dissatisfaction and giving up online shopping, which hindered the development ofonline shopping. In this research, factors for consumer online shopping intentions and therelationship of these factors were investigated regarding to the developing problems of onlineshopping at present.First of all, we proposed the consumer online shopping intentions research model based ontechnology acceptance model and network trust after analyzing and recalling related researcheson technology acceptance model theory, perceived trust and consumer online shopping behavior.Secondly, verified the reasonableness of the relationship between the various variables andmodel by analyzing the questionnaire data with SPSS20.0. And then analyzed theintermediary roles of network trust on website quality and perception usefulness, website qualityand use intention. Finally, explained the hypothesis testing results and put forward suggestionson how to effectively influence consumer shopping intentions, according to the actualsituation.In order to help merchants get profound understanding of the behavior of consumersaccepting and using online shopping and guide their operation in business, we discussed theeffect of online shopping channel on consumer online shopping intentions, especially on the intermediary role of trust.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Circulation of commodities > E-commerce,online trading
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