消费者特征对其网络购物态度和行为意向的影响

In recent years, global online shopping grows rapidly, China's growth rate is far greater than the average level of the world. Online shopping as a new type of shopping patterns gradually drew the researcher's attention. There were so many existing researches on the relationship between consumer characteristic and online shopping attitude and intention, but few togethered the different abstract levels of consumer characteristic in one research. In this study, 3M Model was introduced as theory guide of whole research work, the Chinese consumers who knew about the online shopping was the research object, questionnaire survey was used to collect the data, different abstract levels of consumer characteristic were togethered in a hierarchical model, tried to establish a model to explain the relationship between different abstract levels of consumer characteristic and online shopping attitude and intention. In addition, the study also compared the models posed by data from different consumer groups. The results showed that: First, consumers’ openness, need for arousal, assessment of online shopping experience, perceived risk of online shopping would affect their online shopping attitude and online shopping intention. Second, openness, need for arousal indirectly influenced the online shopping intention through the perceived risk of online shopping. Third, the perceived risk of online shopping indirectly influenced the online shopping intention through online shopping attitude. Fourth, assessment of online shopping experience indirectly influenced the online shopping intention through the perceived risk of online shopping and online shopping attitude. Fifth, only online shopping attitude would directly affect online shopping intention. It also worked as a mediator variable in the final model. Sixth, network age, risk propensity did not significantly affect the online shopping attitude and online shopping intention. Seventh, freight fluctuation can affect student more than in-service on online shopping intention.