A Research on Acceptance Model of the B2C Websites Based on User Cognition and TAM

摘要

Increasing number of enterprises do B2C business with the rapid development of E-commerce, leaving the problem of users loyalty to the B2C websites. Contents and services of websites are believed to be more important than IT. Based on TAM, this paper builds the Affecting Factors model of B2C websites from users cognition, System Characteristics, external environment, WEB SERVICE and research it.