Research on Consumers' WeChat Shopping Behavior Based on TAM Model

In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.

Analysis of shopping behavior characteristics in the Keihanshin metropolitan area in Japan based on a person trip survey

This study analyzed weekday shopping behavior from a home base to a destination using data from the 4th Keihanshin metropolitan area person trip survey.We first analyzed the relationships between occupation and transportation means,transportation means and travel time,and transportation means and duration of time at the destination.Results of a chi-square test,residual analysis,and correspondence analysis confirmed that employed persons tend to travel by cars while unemployed persons tend to travel by bus or walk.The relationship between travel time and duration of time at the destination was also revealed according to transportation means.Results of a cluster analysis then classified shopping behaviors to expose four patterns.Finally,multiple regression analyzed the degree to which certain variables were related to duration of time at the destination.Results confirmed a strong relationship between duration of time at the destination and travel time.The degree of this factor’s influence on other variables was also clarified.The value of these findings is that the relationship between travel time by means of transportation and the duration of time at the destination was clarified using statistical analysis.We then found a highly accurate equation that estimates the duration of time at a destination from the travel time.If the duration of time at a destination can be estimated,it may be possible to more accurately develop the structure of rest facilities,the number of parking lots,the degree of congestion,and so on,which can be associated with the customer’s usage behavior in a shopping site.This research in this paper contributes to the field of urban analysis and marketing by presenting a new effective method for person trip survey and analysis.