Integrated Unified Theory of Acceptance and Use of Technology model to explore the female factors with the intention of online shopping, online shopping behavior

摘要

Information technology is changing rapidly, and gradual integration into life as the Internet, online shopping has also become a new model of consumer behavior. In this study, female consumers have used online shopping as the research object, and integrated technology acceptance model theory (Unified Theory of Acceptance and Use of Technology, UTAUT), performance expectations (Performance Expectancy, PE) expect efforts (Effort Expectancy EE), social impact (social influence, SI) of variables, combined with involvement (involvement) variables to explore whether the significant impact on female consumer online shopping intentions and online shopping behavior. The past, most people think of female bias in consumers' online shopping insights, such as impulse purchases, preferences and the impact caused by the error bias, through this project to explore the female consumer behavior, and integrated technology acceptance model theory to analyze the impact factors. The authentication method 1000 valid questionnaires were completed by purposive sampling method, and then to quantify the statistical analysis, and for the factor analysis, reliability analysis, validity analysis, the final results obtained will be available to academia and industry as a basis for reference.