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Abstract Based on the theory of technology acceptance model (TAM) and other theories, this study proposes the model of influencing factors of residents’ willingness of participating in “online collection”, and uses the structural equation model to conduct an empirical analysis. The results show that the perceived usefulness, perceived usefulness, subjective norms and perceived benefits have a positive effect on the participating attitude, perceived ease of use and perceived risk have no significant effect, but perceived ease of use has indirect influence through perceived usefulness. Subjective norms and perceived benefits can directly or indirectly influence the residents’ willingness of participating in “online collection”. Perceived usefulness, perceived risk and perceived behavior control have no significant effect on the willingness of participating in “online collection”, but perceived usefulness can promote through attitude. In addition，gender, ages, education, and income also have effect on relevant variables.
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Received: 18 May 2017
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