Applying DeLone and McLean Information System Model to Online Consumer Behavior in China

In order to examine whether DeLone and McLean Information System (IS) model can be used in explaining online consumer behavior in China, a model is developed based on it from consumer’s perception perspective. Considering Chinese consumer’s risk-averse character, a risk factor is added. In empirical analysis, the university students are used as samples and Structure Equation Modeling (SEM) is used as analysis method with SPSS15.0 and Lisrel8.70. Relationships between various factors in DeLone and McLean IS model and perceived risk are all verified except that between use intention and perceived net benefit. The findings show that our model can interpret Chinese consumers’ online behavior. Finally the corresponding suggestions based on the findings are provided to the operation of retail websites.