At first, the study presents the course of shopping online diffusion, describes the S-shaped curve and analyzes how the five innovative characteristics influence the whole process of online shopping.

• 然后将网上购物的采用过程分成六个阶段(知晓、兴趣、收集信息且评价、试用、采纳评价、采纳)进行研究,并对这六个阶段以及在采用过程个人特征对评价与选择的影响进行了分析。