This paper selected university students as the sample to study and investigated the impact of factors of university students’ online shopping behaviour. Through searching, coordinating and analyzing the document, I finally decided to increase the trust factor of variable on the basis of technology acceptance models. Study the relationship between perceived usefulness, perceived ease of use, trust and attitude, intention. Through questionnaire survey to collect relevant information on university students and using SPSS13.0 to analyzed the data, such as reliability analysis, correlation and regression analysis. Results show that university students generally more accepted online shopping. They believe that online shopping is easy and efficient. The Students who have online shopping experience are more trust online store than the students do not. This study shows that, in order to attract university students, businessmen should simplify the shopping process and enhance the students on their sense of trust.
