ABSTRACT
As a new shopping style, on-line shopping has more advantages than traditional shopping style which removes obstacles of time, place and politician and improves the quality and quantity of shopping. Since 2003 the speed of on-line shopping is low. There is two reasons including customers and shopping environment. So the reasons should be found which influence the development of on-line shopping in order to further the development.
The thesis taking Dalian area college students as object study, on the unified theory of acceptance and use of technology （UTAUT） model and through reading large amount of relevant document, sum up the factor affecting college students web shopping behaviors, and extend out the relative aspect variable of product factor and website factor on original model.本文来自辣'文^论.文~网，加7位QQ324,9114找源文
www.751com.cnOn base of the unified theory of acceptance and use of technology （UTAUT） model and questionnaire investigations, seven factors are confirmed such as perceived usefulness （PU）, job-fit （JP）, effort expectancy （EE）, perceived ease of use （PEOU）, perceived behavioral （PE）, compatibility/ image and facilitating conditions （FC）. Main factors are effort expectancy （EE）, perceived usefulness （PU）, job-fit （JP） and facilitating conditions.
Using SPSS12.0 software empirically validate the unified model. The conclusion is drawn that the six factors have significant positive influence on behavioral intention in addition to job-fit. The influence of factors impacting on college students, behavioral intention and usage will be moderated by gender, experience and outcome. As the same time, different genders, outcomes, experiences bring out different results.
The place of innovation lies in using the newest electronic commerce model the unified theory of acceptance and use of technology （UTAUT）, and unified the Chinese national condition. Empirical research of college students in Dalian tests the model and finds out the factors influencing the online shopping and suggestions for e-commerce Corporation.
Key words: College students, On-line shopping, Influence factor
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