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An Empirical Study on Factors Affecting Customer Adoption of Virtual Store in Extended Technology Acceptance Model : Focusing on the role of Trust and Playfulness

Business-to-consumer electronic commerce has been one of the most fascinating phenomena that have affected the lives of millions of consumers and the business processes of tens of thousands of retailers. Despite the importance of Internet shopping behavior has exerted on human culture today, systematic research in this area is still scarce. The purpose of this study is to develop extended technology acceptance model in Internet shopping situation and test it empirically using field survey. Drawing from TAM, trust theory and consumer motivation theory toward surfing the web site, this study identifies usefulness, ease of use, playfulness and trust as the determinants of attitude toward using the virtual store. Also two key antecedent factors(information richness, system quality) affecting these determinants are identified as external variables. The results from an online survey of 278 online consumers indicate that the model is able to explain and predict consumer adoption of virtual stores substantially well. The results reflect the impact of (a) system quality on perceived usefulness; (b) information richness on perceived ease of use; (c) information richness on playfulness (d) perceived usefulness, perceived ease of use, playfulness, trust on attitude (f) attitude on behavioral intention. This research adapts and extends TAM to explain consumers' adoption and use of Internet shopping situation. The extension will not only be able to predict consumers' usage of Internet shopping, but provide viable solutions for businesses to succeed in the electronic market.

1. Introduction

2. Summary and implications

3. Limitations and suggestions for future research

References

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