University students have been the most important online consumer group. Accordingly, this research intends to build up a university student behavioral intention model originally based on technology acceptance model (TAM), to explore the contributing factors of intention of online shopping and their interactive relationships. We conducted sampling survey of students from Guangzhou Higher Education Mega Center, giving support to our model. The result of the model shows that perceived usefulness, perceived ease of use, perceived entertainment and perceived risk have different influence on the attitude towards using online shopping. This research is to help online vendors to better understand online consumers' behavior and offer constructive suggestions to promote online marketing.