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In an era of economic stability, rapid development , and the Internet all over the world , B2C e-commerce plays an important impact on national economic performance and personal lifestyle . Although countries adopted by the scholars of B2C e - commerce personal impact factors of early and more , but most studies have focused on in foreign countries as well as Hong Kong and Taiwan . Therefore, the study adopted by the domestic B2C e-commerce personal intention of influencing factors has a very important significance . Firstly select online shopping as a representative of the retail B2C e-commerce , online banks as representatives of the financial and insurance industries B2C e-commerce , online travel as Social Services B2C e-commerce representatives to determine the object of this paper . Then the existing online shopping , online banking , online travel personal adoption of the influencing factors research literature based on the combination of the characteristics of the B2C e-commerce , building design model of B2C e-commerce personal Adoption Intentions the factors research model , and draw on the relevant literature , indicators measuring questionnaire and use questionnaires to obtain the personal impact of B2C e-commerce adoption of the intention of the nine dimensions : perceived usefulness and perceived ease of use , perceived entertainment , social and psychological risk , the risk of financial time , security, privacy , trust , subjective norms and network experience . Finally , the use of a formal questionnaire online survey and the empirical research through structural equation modeling . The empirical results show that : ( 1) the impact of the overall B2C e-commerce personal adoption of the intention of the factors perceived usefulness , security, privacy, subjective norms, and perceived entertainment . ( 2) The impact of online shopping personal adoption of the intention of the factors perceived usefulness , subjective norm , perceived entertainment and networking experience . (3) personal adoption of the intention of the factors affecting online banking perceived usefulness , subjective norms, and perceived entertainment . ( 4) The impact The online travel personal adoption of the intention of factors , subjective norms and perceived usefulness . (5) online shopping , online banking, online travel three personal adoption of the industry, the difference between the intention of influencing factors .
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