Abstract: As an easy-using，appearing to cemin target group．10w cost，and high flexible survey method，webbased survey has practical potential in such e—business fields as new-product development。service quality research，CUS· tomer retention．However．the response of the web-based survey is becoming declining．Although there舢陀numerous studies aimed at exploring the causes of the nonresponse and noncompliance with requests to participate in self-administered surveys，much less researches have conducted to solve the nonresponse problem under the environment of online and most of these extant researches touch the problem from a single angle．Inspecting the extant literature associated with non· response in web-based survey，this study pmposes锄integrated conceptual model based on TPB model．This model inte· grates the extant results related to the causes of nonresponse in web-based survey。and is helpful in analyzing the nonre— sponse problem under the environment of online and paves the way for resolving the problem of unit nonresponse in web— based survey totally