The Impact of Characteristics of B2C Retailer on Purchasing Intention—Based on TAM Model

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.