With prosperous development of internet and e-commerce, tremendous people engage the interactive activities in internet. Whereas the occurrence of obstacle and barriers could arise in consumer’s underlying concept and cognition to prevent them from entering e-commerce world. The purpose of this dissertation is to discuss the factors that impact people’s perception at online shopping and try to provide some inspiration for retailers to observe the consumer perception and conduct corresponding action.

Combining with consumer perception and TAM model, a research of Swedish consumer perception toward Chinese e-commerce could be conducted in quantitative method whose data is collected by questionnaire. Totally, 40 Swedish engaged and 32 of them are valid which extracted from 35 received questionnaires. In the process of data analysis, questionnaire has been conducted from Swedish and carried out One-way ANOVA and path analysis through SPSS and AMOS software.

The conclusion could be triggered by as following: age and related internet experience factors significantly impact consumer’s perception and attitude of online shopping; additionally, the attitude of consumer’s perception factor impacted significantly by perceived usefulness, perceived ease of use, perceived risk and website characteristic. According to the conclusions above, some suggestions towards the retailer and Alibaba could be mediated.