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As the step of the advancement of technology, more and more convenience and fast shopping channels are developed. Especially, online shopping and TV shopping are developed vigorously in Taiwan. This study aims to investigate the behavior intention to use the channel of the online shopping, TV shopping, and physical store.

This study offers the model to predict and explain the behavior intention to use the channel of Internet, TV, or physical store for shopping. The perceived ease of use, perceived usefulness, perceived risk, and behavior intention to use are the key constructs that would like to discuss in this study. A comprehensive framework was developed based on previous researches.

Data was collected from an online survey website. The respondents all have the shopping experience of online shopping, TV shopping, or physical store. In order to test the validity of items, the Confirmatory Factor Analysis in this study. Structural Equation Modeling (SEM) and regression analysis were undertaken to test the goodness of fit (of the model with the data) and the hypotheses.

The research results show that the groups of consumers of online shop, TV shopping, and physical store have the differential characteristics. The relationship among perceived ease of use, perceived usefulness, and behavior intention are positive. And perceived risk would negatively affect the behavior intention in all of three kinds of shopping channel. The research conceptual model is a good model for test in three kinds of shopping channel.

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