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Applying TAM in B2C E-commerce research: An extended model
Abstract
As one of the most widely accepted adoption models in information systems research, the technology acceptance model (TAM) focuses exclusively on cognition-oriented constructs such as perceived usefulness and perceived ease of use. This perspective may have limited the explanatory power of TAM when it is utilized in studying consumers' adoption intentions of online shopping. Based on the contrasts between e-commerce systems and traditional workplace information systems as well as empirical findings from a variety of recent e-commerce research works, this paper analyzes an extended model which integrates three additional constructs: trust, social presence, and perceived enjoyment. The interrelationship between these constructs is also explained. Empirical validations of this extended model are expected in future research.
... While KYC is typically conducted through direct observation by service agents, it may be inconvenient for some applicants to visit a branch in person. However, this traditional service causes the limit of accessibility to mutual fund investment [24,25]. ...
... In contrast, previous works stated that consumers might have negative feelings towards new technology adoption or technology-based service at first sight if they are unfamiliar with it. It may cause them to be a group of late adaptors thereafter [25,46]. Some works found a high degree of digitized financial services adoption by younger adults surrounded by technology. ...
... For these individuals, traditional services may be a more suitable option. Previous research has shown that there is often a lack of awareness of Fintech among consumers, and those who use Fintech services tend to be a minority group [25,27,67]. Ultimately, the adoption of technology-based services in the investment sector is likely to vary based on individual differences such as personality, emotional intelligence, initial trust, and experiences [35,68]. ...
There are various types of mutual fund distributors in Thailand that utilize technology to provide investment services to individual investors. These services can be accessed through mobile or internet banking, allowing investors to make transactions and invest in mutual funds at their convenience. This work aims to identify the factors that influence individual investors in Thailand to use digital investment services offered by brokerages. We have developed a conceptual model based on the Technology Acceptance Model (TAM2) and relevant literature on fintech and financial behavior, comprising seven variables and six hypotheses. Our research method involves a questionnaire survey of Thai investors and the use of partial least square structural equation modeling (PLS-SEM) for data analysis. The results show that individual investors’ intention to use digital investment services is significantly impacted by their perception of the usefulness of these services. Additionally, this intention is also influenced by other variables such as convenience, trust, and subjective norm, but not by perceived ease of use. This may be because most of our study’s participants are tech-savvy. Our findings provide insight into the perspectives and perceptions of Thai individual investors who have experiences of mutual fund investment.
... These intention models have been proven successful to predict individuals' acceptance behaviour of e-commerce. Based on these models, antecedents of e-commerce include perceived usefulness (PU), perceived ease of use (PEOU), subjective norm (SN), and perceived behaviour control (PBC) [9][10][11]. This study, hence, utilized these theories in assessing and analysing the factors that influence adoption intention of ecommerce by the Saudis during this COVID-19 pandemic. ...
... However, users' decisions to adopt an online shopping website may be dictated by other factors such as the needs for information searching before buying a product, and trust on the online sellers to name a few. Thus, some studies have embedded additional construct(s) to improve the explanatory power of their studies, such as trust [9,10], social presence [10], perceived enjoyment [10], PBC [9,33], and SN [9,33]. ...
... However, users' decisions to adopt an online shopping website may be dictated by other factors such as the needs for information searching before buying a product, and trust on the online sellers to name a few. Thus, some studies have embedded additional construct(s) to improve the explanatory power of their studies, such as trust [9,10], social presence [10], perceived enjoyment [10], PBC [9,33], and SN [9,33]. ...
Individuals' adoption has been reckoned as an important indicator of the success of new technology. Hence, it is crucial to identify the reasons why individuals choose to use or not to use a particular technology. Understanding one's behaviour towards accepting or rejecting technologies has been proven as one of the most challenging issues within the information systems (IS) domain, not to mention during exceptional circumstances, such as during pandemic times. As such, this study empirically assessed the factors that affect consumers' intention to adopt e-commerce during Coronavirus Disease 2019 (COVID-19) in Saudi Arabia. The 10 factors examined in this study are perceived usefulness (PU), perceived ease of use (PEOU), subjective norms (SN), perceived behavioural control (PBC), perceived lack of alternatives, perceived risk, perceived punishable infractions, risk-taking propensity, perceived external pressure, and government support. Data were collected online among social media users by employing the snowball sampling technique. A total of 190 valid responses were obtained. The data analysis showed that PU, risk taking propensity, PBC, perceived lack of alternatives, and government support significantly influenced consumers' intention to adopt e-commerce during the COVID-19 outbreak in Saudi Arabia. Meanwhile, PEOU, SN, perceived external pressure, perceived risk, and perceived punishable infractions exerted insignificant effect on consumers' intention to adopt e-commerce.
... The increase in the social wealth, arising from market liberalization of products, is a good economic reason to begin integration with this goal (Prvulovic, 2010, pp. [43][44][45]. Today, there are different types of cooperation between sovereign states. The cause of any cooperation is globalization, which promotes international relations and contributes to their diversity. ...
... Written materials while traveling by mail spend considerable time, so waiting for an answer is long on the side of the company and on the candidate side (Strehlke, 2010, pp. [38][39][40][41][42][43][44][45][46][47][48]. Companies have also changed the way they choose and find job candidates. ...
... What is the main advantage of e-recruitment is the engagement of staff at the local and global level (Leader-Chivee, Hamilton, Cowan, 2008, pp. [40][41][42][43][44][45][46]. One of the main advantages is to quickly and easily inform potential job candidates, enabling them to be informed about all the important details during the election process and finally to obtain information on the results of the election. ...
... This variable accounts for an emotional aspect of using technology. Studies [78,79] show that fun affects an attitude toward using and adopting new technology. Vakulenko, Oghazi, and Hellström [80] argue that enjoyment explains the value of emotional experiences. ...
... It shows that men give more weight to customization than women, and women place more weight on design. The analysis results show that both men and women consider enjoyment important, consistent with previous studies [78][79][80]. The study results suggest that the management should consider different strategies regarding kiosk design and operation for men and women. ...
As many customers stopped dining out during COVID-19, most restaurants suffered financially. Even after the pandemic, some customers remain wary of being in a crowded place and show resistance to eating out. Restaurants faced with customer resistance and a labor shortage started to adopt electronic devices to minimize human contact and were recognized as having safety protocols in place. Kiosks have gained popularity in the restaurant industry as they can help reduce interpersonal contact, save labor costs, streamline the ordering process, and increase customer satisfaction and loyalty. This study finds that self-service technologies (e.g., kiosks) can be an effective tool for restaurants to utilize in dealing with COVID-wary customers and to remain resilient. This study not only examines various kiosk attributes and their effect on the customers’ experience but also links them to potential revenue growth. By examining a comprehensive set of kiosk attributes, the objective of this study is to understand the role of kiosk attributes in creating a memorable experience for customers based on the concept of the experience economy. The data were collected from 408 restaurant patrons in South Korea who had used self-service technologies. Three analyses were performed using partial least squares structural equation modeling (PLS-SEM), multigroup analysis (MGA), and importance–performance map analysis (IPMA) with SmartPLS 4. The findings are as follows: for male customers, assurance, customization, enjoyment, design, and functionality are considered important aspects of their experience. For female customers, design, enjoyment, and security are important factors in their experience. The finding suggests that males and females consider different attributes in evaluating the technology experience. Additionally, this study finds that a memorable experience with technology affects customers’ intention to revisit the restaurant, playing a mediating role between technology attributes and revisit intention. Lastly, this study finds distinct differences between males and females in their assessment of customization and design. The gender-based differences suggest that men and women assess kiosk technologies differently. Future research may be needed to further investigate the underlying causes of the differences.
... Tan and Liew (2022) explain that the perception of social presence due to the social behavior of AIbased chatbots can have a positive impact on the trust relationship between the user (customer) and the chatbot. The inclusion of social elements (e.g., the possibility of customer ratings) or emojis can make the interaction more personable and trustworthy for customers (Hayes et al., 2020;Qiu & Li, 2008). Therefore, the following hypotheses are formulated: ...
... Consequently, this may lead customers to associate this with an increased intention to use an AI-based chatbot in customer service (Rodríguez Cardona et al., 2021). Qiu and Li (2008) suggest that trust can directly support the intention to use an AI-based chatbot, that is, due to verifiable signals in the form of sending the chat history (Handoyo et al., 2018). Prendinger et al. (2004) demonstrate that a chatbot equipped with empathy can positively influence the personal behavior of the user (customer) (e.g., regarding the intention to use it). ...
In the present study, different trust factors regarding customers' perceptions of their intention to interact with or without trust-supporting design elements as signals (stimuli) in an artificial intelligence (AI)-based chatbot in customer service are identified. Based on 199 publications, a research model is derived for identifying and evaluating various variables influencing customers' views of their intention to interact with or without trust-supporting design elements as signals (stimuli) in AI-based chatbots in customer service. The research approach of the study model includes the influencing variables of perceived security and traceability, perceived social presence, and trust. A survey with 158 survey participants is used to empirically evaluate the model developed. One of the main findings of this research study is that perceived security and comprehensibility have a significant influence on the usage intention of an AI-based chatbot with trust-supporting design elements as signals (stimuli) in customer service.
... Regarding innovation, Rakhi and Srivastavamala (2014) added individual innovation based on the theory of innovation diffusion, and verified that individual innovation has a positive impact on the willingness to adopt mobile payment services (Rakhi & Srivastavamala, 2014); Qiu & Li (2008) considers consumption The original model is improved on the basis of credit and perceived entertainment (Qiu & Li, 2018). In this paper, personal innovation refers to whether it is easy to accept the emergence of a new thing, whether it is curious about new things. ...
... Rakhi & Srivastavamala (2014), Qiu and Li (2008) Perceived value ...
... TAM analyzes the distinct attitudes of individuals against specific situations. TAM evolve out of the Theory of Reasoned and Action by Fishbein and Ajzen [20]. ...
... We adapt the HM to our research as the pleasure taken from online shopping. Lu and Su, Oliviera et al., and Herrero et al. investigated HM and BI's relationship [19,20,29]. We explore the connection between HM and ATU, HBT, and SI. ...
Understanding online shopping behaviors is crucial for the survival of many firms. Modeling the customers' online shopping behaviors is a complex problem that involves uncertainty, hesitancy, and imprecision since different generations have different attitudes toward e-commerce. In this study, a new data-driven, hesitant fuzzy cognitive map methodology evaluates the different generations', namely, generations X, Y, and Z, online shopping behaviors. The model is constructed based on the technology acceptance model, diffusion of innovation theory, and extended unified theory of acceptance and technology use. The relations and the level of relations among the parameters are defined by using a data-driven approach. Utilizing a statistical approach enables us to define the relations among the parameters and customer behaviors better. The study's objective is to reveal the impact of different conditions on the customers' online shopping behaviors and help the decision-makers with their online shopping strategies. The statistical model has limitations since it does not reflect the hesitancy and imprecision inherent in customers' online shopping behaviors. We utilize hesitant fuzzy cognitive maps to reflect uncertainty and hesitancy and analyze different scenarios with this map. Different cognitive maps and three scenarios are developed for every generation type, and the customer behaviors are observed through these hesitant fuzzy cognitive maps.
... Efforts were made to extend the TAM model to a more comprehensive framework (Lingyun and al. (2008), Gefen and al. (2003), Fayada and al. (2015)). Many researchers investigated the impact of trust on the intention to use online purchasing services (Pavlou and al., 2004). ...
... Indeed, the TAM relies on two variables: perceived usefulness (PU) and perceived ease of use (PEOU). Recent researches that aim to determine the factors that affect the intention to use online shopping (Lingyun and al (2008), Gefen and al. (2003), Fayada and al. (2015)) reveal that structural assurance (SA) have a significant influence on intention to use these technologies. In addition, the TAM model does not include the influences of social and interpersonal variables on IT adoption decisions (Ukoha and al, 2011), therefore social influence was included in this model. ...
During the health crisis, governments took safety measures to prevent the widespread of COVID-19. This resulted in a shift in customer behavior towards daily activities and created an opportunity for online businesses. This research aims at building an understanding of the factors affecting the online purchase intention during a health crisis and specifically during the period of Covid-19 in Morocco. An extended model of Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and structural assurance would be in a more comprehensive manner to understand the behavioral intention of online shopping. Furthermore, a sample survey is used to empirically examine this framework. The results show that all variables are significantly impactful of the customer’s intention to use online shopping during COVID-19 crisis.
... this literature review shows that the tam can explain technology adoption behaviors in different market segments and multiple markets (yoon, 2009;hong & Zhu, 2006;chen & tan, 2004;molla & licker, 2014;liang & huang 1998;Jia et al., 2018;slade et al., 2015)-including e-commerce (Jamshidi & hussin, 2016;Zhao et al., 2016;Basak et al., 2016;awa et al., 2015;li et al., 2012;Benamati et al., 2010;Qiu & li, 2008;shi, 2013). in colombia, tavera and londoño (2014) examined e-commerce acceptance in medellín. however, no study thus far has implemented the tam to investigate e-commerce acceptance in the municipality of andes (antioquia, colombia). ...
In many municipalities in Colombia, the diffusion of electronic commerce (e-commerce) and the expansion of internet coverage have led to economic development. However, some rural regions and municipalities still have limited access to this technology, and its benefits have not been fully realized there yet. This study aims to identify the characteristics of this digital gap in Colombia by analyzing e-commerce acceptance in a mostly rural municipality: Andes (Antioquia). The objective is to establish the determinants of consumer adoption behavior there and provide the basis for new public policies and business strategies. The Technology Acceptance Model (TAM) and hypotheses in a structural equation model were used to represent e-commerce acceptance behavior in Andes. The reliability and validity of the measurement model were established by Confirmatory Factor Analysis (CFA) using a sample of 400 questionnaire responses by internet users in Andes. The results indicate that Ease of Use, Perceived Usefulness, and Attitude toward e-commerce significantly influence their Behavioral Intention to use the latter. The findings suggest that, in the Colombian countryside, the Perceived Usefulness of this technology should be improved, and the strategies implemented to drive the adoption of this technology should be tailored for that context. Although acknowledging limitations in its exploration of cultural factors, this study contributes to the understanding e-commerce adoption in Andes. Local businesses and authorities should work together to promote regional economic growth and digital transformation.
... This suggested a positive correlation between affective states which reflect an aspect of intrinsic motivation with behavioral intention. In the context of e-commerce research, Qiu and Li (2008) suggested that perceived enjoyment was close to intrinsic motivation and can exert influences on the adoption intentions of e-commerce. These arguments lead to the following hypothesis: ...
Plain Language Summary
Prediction of online purchase intention on e-commerce platforms
This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and technology acceptance model (TAM). The study proposed a model with 13 hypotheses from the literature review. The hypotheses were tested using data collected from 326 e-commerce consumers in Vietnam. The PLS-SEM approach was used for analysis. The results showed that TAM factors, perceived value and perceived enjoyment had significant effects on attitude towards online purchase, while attitude, perceived enjoyment and e-commerce exchange image played strong roles influencing online purchase intention. The results also showed that the perceived enjoyment helped to raise the predictive power of attitude dramatically, while e-commerce exchange image contributed a high portion to explain online purchase intention variation. Other specific contextual factors may be incorporated into the integrated model to better explain online purchase intention. The results indicated that the e-commerce trading platforms need to focus on improving their image and on increasing customers’ experience in order to improve their business performance. This is among the first studies that investigates the integration of the TPB and TAM for e-commerce behavioral intention research incorporating e-commerce exchange image as an important factor that affects online purchase intention. The new integrated model has verified its value to considerably enhance the capability to predict the variations of attitude towards online purchase and online purchase intention.
... From subjective norms, individuals might feel community pressure to utilize or avoid a specific technology convenient to their environment and cultural values (Abdullah & Ward, 2016). Qiu and Li (2008) employed an extended TAM to study the adoption of online business, including three additional components: perceived enjoyment, trust, and social presence. C xelik and Yilmaz (2011) used extended TAM to understand the customer acceptability of online shopping. ...
Consumer behavior and the way businesses conduct their operations have changed due to the widespread usage of internet purchasing worldwide. Bangladesh’s reliance on online shopping presents both opportunities and difficulties. The relatively large marketplace is driving up demand for online shopping. On the contrary, the need for greater technological proficiency that underpins online purchasing presents a significant challenge for entrepreneurs, managers, and consumers. This paper employed TAM (Technology Acceptance Model) to explore and predict Bangladeshi customers’ online purchasing intentions. The data were collected from 322 online consumers in Dhaka and analyzed with SEM utilizing SMART PLS 3. The data analysis demonstrates a significant association between consumers’ buying intention and Perceived Usefulness (PU), Perceived Ease of Use (PEU), Perceived Enjoyment (PE), and Subjective Norms (SN). On the contrary, the data portrayed Perceived Risk (PR) as insignificant. However, our findings suggest that the TAM can still be used to explain the change in behavior associated with using a marketplace, particularly when buying online products or services. In addition, to give a more profound knowledge, various user characteristics according to generation group still need to be studied. Findings further suggest that this study has academic and industry ramifications regarding anticipating consumers’ online purchasing choices in the digital marketing community. The study concludes with a discussion of its limitations and future research directions.
... The model is used to understand the potential of many technologies in various sectors. For example, it has been used in the retail industry to understand the potential of e-commerce (Qiu & Dong, 2008), omnichannel, and the Internet of Things (IoT) (Constantinides, Kahlert, & De Vries, 2017). It has also been employed to understand the power of smart technologies, such as smart houses (Hubert et al., 2018), and digital banking services, such as banking apps and epayments (Ahmad, 2018). ...
Reference architectures provide template solutions for particular domains and can therefore be considered as standards. This study investigates whether diversity in enterprise reference architectures is likely to continue or if one reference architecture will gain dominance in the market. More specifically, we examine factors that lead to market dominance. We use the literature on standards battles, the Technology Acceptance Model (TAM), and the Technology-Organization-Environment (TOE) framework to analyse factors for dominance. In this field, network effects apply and provide a force towards the dominance of a single architecture. However, factors contributing to multiple standards are more relevant, as well as those from TAM and TOE, since reference architectures differ slightly in their added value for various categories of stakeholders.
... The theory of minimum effort talks about how people are happy when they reach their goals with the least amount of work and supports using convenience factors in research. In addition, Qiu and Li (2008) say that the perceived ease of use in the technology acceptance model shows that e-commerce is convenient for customers. Regarding e-commerce, customers want things to go quickly and well. ...
Purpose-This study aims to evaluate and validate those relations influencing variables of e-loyalty, e-satisfaction, and e-trust. Design/Methodology/Approach-This study examines how e-trust, e-satisfaction, and e-loyalty affect Chinese e-commerce customer loyalty. This study will examine how each component influences e-commerce client loyalty. The literature review yielded a conceptual framework. Online Chinese clients provided the data. Multiple linear regression tests the hypothesis thru the JAMOVI program. This study used primary and secondary sources to generate data. Researchers can get primary data from survey respondents. Primary data is credible because it was gathered from a responder based on the study's criteria. A questionnaire survey was used to collect primary data from Beijing-based Chinese e-commerce users. Individuals provided primary data. In addition, respondents rated their experiences on a 5-point Likert scale. This enables researchers to analyze e-commerce customer loyalty. Then, collecting data from 384 respondents, the researcher coded and tested the hypothesis. Findings-Findings indicated that Convenience and Enjoyment impact E-satisfaction. Moreover, two variables impact E-trust: the clear shopping process and a reliable payment system. Finally, E-satisfaction and E-trust significantly influence E-loyalty. Research Limitations/Implications-The investigation focused on three Beijing e-loyalty indicators due to time restrictions. The simple buying process and reliable payment method, e-trust, and e-satisfaction. Future research will need a similar investigation to increase component comprehension. This study will assess whether to add e-loyalty elements. Further research with a broader population and sample size will improve generalizability and trustworthiness. Participants are Chinese e-commerce users; conclusions may not apply to others. New research in other nations may yield better outcomes. The research model does not account for indirect or mediated relationships in this study's data. Originality/value-Customers are delighted when they can conveniently shop online, especially when businesses offer those rewards and discounts. This is true when the organization offers online shoppers prizes and discounts. Customers' perceptions of a website's security affect their online trust. Plus, a faster shopping experience and a safe payment mechanism. Trust and contentment impact a customer's intention to buy again.
... The nature of electronic commerce justifies the existence of risk, since it is a virtual relationship (Qiu & Li, 2008). Perceived risk is defined as the consumer's perception of uncertainty and adverse consequences when performing an activity (Jarvenpaa, et al., 1999) or an online transaction . ...
This study aims to investigate the dynamics of online purchasing behavior through the analysis of a sample of students from Italy. The objective is twofold: firstly, to outline a descriptive picture of the type of relationship with the web and the use of the TAM model to highlight the propensity to use electronic commerce by the analyzed sample. An interesting evidence is the prevalence of using the Internet for social activities rather than for purchases. In fact, the propensity to purchase online is still very limited and mainly concerns cultural and tourist services rather than physical products. Mobile devices are the main devices for connecting students to the Web and, consequently, the most used for purchasing online.
... This certainly affects the perception of ease to use measuring the extent to which consumers feel it is easier and more comfortable to use a particular technology or system because the convenience of online shopping has a positive effect on customer intentions to choose this online shopping (Sumbaga, 2021). Ease of use and user friendliness can influence customer attitudes towards online purchases (Qiu & Li 2008). The perceived ease of use was described as comprehensive e-service capabilities will help increase the value of services and bring more benefits to consumers (Pham et.al, 2020). ...
The COVID-19 pandemic can be defined as more than just a health crisis as it has a strong impact on society and the economy. The COVID-19 outbreak has dramatically changed shopping behavior, which was originally visiting and buying offline, now became online. Several studies indicate that new habits formed now will endure beyond this crisis, permanently changing what we value, how and where we shop; The purpose of this study is to identify psychological factors that may promote and influence online shopping behavior during the COVID 19 pandemic. The method used is a literature review where the author collects 23 journals from the digital library and Google Scholar and then concludes the results of the related topics. The results showed that there are five psychological factors, including (1) positive perceptions of the use of web online shopping; (2) online shopping self-efficacy; (3) negative emotion factors and fear of COVID-19; (4) motivation to adapt; and (5) social influence. This research can be useful for sellers or producers to get good business by paying attention to the psychological side of consumers in online buying and selling transactions during the pandemic.
... According to Davis (1989), users will decide whether to adopt new IT based on two rational assessments: (1) PU and (2) PEOU. PU refers to a user's expectation that new IT will improve their productivity; PEOU refers to the degree to which a user believes that the system will be easy to use (Davis, 1989;Qiu & Li, 2008). Moslehpour et al. (2018) stated that PU and PEOU influence customer purchase intention online. ...
Purpose: The purpose of this study is to analyze the impact of characteristics of the service quality of e-commerce platforms on customer satisfaction and purchase intention. Design/methodology/approach: The proposed research model and a set of hypotheses were developed and tested using structural equation modeling based on data collected from 172 e-commerce users in Uzbekistan. Findings: The findings of this study revealed that while the responsiveness of e-commerce platforms is non-essential, website design, reliability, perceived usefulness, and perceived ease of use are essential elements for customer satisfaction in e-commerce. The results indicated that website design, perceived usefulness, and customer satisfaction positively affect purchase intention for e-commerce platforms in Uzbekistan. Research limitations/implications: The study provided that COVID-19 significantly impacted the development and acceptance of e-commerce platforms in Uzbekistan. The results of this study suggested practical insights for improving customer satisfaction and service quality on e-commerce platforms in Uzbekistan. Originality/value: Uzbekistan is a developing country with great potential; however, until recently, little research has been conducted on the Uzbek e-commerce market. From this perspective, this study fills this gap by analyzing the relationship among service quality, technology acceptance factors, customer satisfaction, and purchase intention by applying the initial TAM model. Therefore, it is essential to determine the key factors for improving e-commerce service quality.
... According to data analysis, Consumer Trust is proved to be a factor affecting people's attitude to mobile payment services, and many researches supported that Consumer Trust is positively related to consumers' electronic commerce behavior including mobile payment and mobile banking (Qiu et al., 2008;Chong et al., 2012;Phonthanukitithaworn, 2016;Tham, 2018). This finding suggests that consumers will not use mobile payment if they feel that they lack trust in entities associated with the provision of mobile payment services. ...
Mobile payment refers to a payment method by which a consumer pays a bill for goods or services through a mobile terminal. mobile payment users can send payment instructions directly or indirectly to a bank financial enterprise via mobile devices or proximity sensing devices, thereby enabling currency payments and funds transfers. It realizes the integration of terminal equipment, Internet, application providers and financial institutions, and completes financial business such as currency payment. However, the adoption rates of this payment method are relatively low in Malaysia. This research aims to identify and explore key factors that affect the decision of whether to use mobile payments. Qualitative and quantitative research are the main methodology in this research. The well-established theories, Technology Acceptance Model (TAM), the theory of Perceived Risk, the Compass Acceptance Model for the analysis and evaluation of mobile service (CAM) are applied to investigate user acceptance of mobile payments. An empirical model for acceptance of mobile payment in Malaysia is established in this paper. Survey data from mobile payments users are used to test the proposed hypothesis and the model. The result of data analysis shows that Malaysian consumers’ perceptions of cost has no statistically significant relationship with attitude to adopt mobile payment. On the other hand, the factors of Perceived Usefulness, Perceived Ease of Use, Subjective Norm and Consumer Trust play significant roles. The results of this study also have some practical implications for the spread and management of mobile payment industry in Malaysia and some suggestions are offered to mobile payment platform. At the end of this paper, the limitations and future research directions are listed.
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... Due to this characteristic, it could be assumed and tested social influence plays an important role in acceptance of mobile payment. According to data analysis, Consumer Trust is proved to be a factor affecting people's attitude to mobile payment services, and many researches supported that Consumer Trust is positively related to consumers' electronic commerce behavior including mobile payment and mobile banking (Qiu et al, 2008;Chong et al., 2012;Phonthanukitithaworn, 2016;Tham, 2018). This finding suggests that consumers will not use mobile payment if they feel that they lack trust in entities associated with the provision of mobile payment services. ...
Mobile payment refers to a payment method by which a consumer pays a bill for goods or services through a mobile terminal. mobile payment users can send payment instructions directly or indirectly to a bank financial enterprise via mobile devices or proximity sensing devices, thereby enabling currency payments and funds transfers. It realizes the integration of terminal equipment, Internet, application providers and financial institutions, and completes financial business such as currency payment. However, the adoption rates of this payment method are relatively low in Malaysia. This research aims to identify and explore key factors that affect the decision of whether to use mobile payments. Qualitative and quantitative research are the main methodology in this research. The well-established theories, Unified Theory of Acceptance and Use of Technology (UTAUT) is applied to investigate user acceptance of mobile payments. An empirical model for acceptance of mobile payment in Malaysia is established in this paper. Survey data from mobile payments users are used to test the proposed hypothesis and the model. The result of data analysis shows that Malaysian consumers’ perceptions of cost has no statistically significant relationship with attitude to adopt mobile payment. On the other hand, the factors of Effort Expectancy, Performance Expectancy, Social Influence and Consumer Trust play significant roles. The results of this study also have some practical implications for the spread and management of mobile payment industry in Malaysia and some suggestions are offered to mobile payment platform. At the end of this paper, the limitations and future research directions are listed. JEL: M10; M15; D12
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... Yapılan hipotez testleri neticesinde elde edilen sonuçlar Tablo 8 ile gösterilmektedir. (Davis, 1986;Davis, 1989;Lingyun and Dong, 2008;Klopping and Mckinney, 2004). Teknoloji Kabul Modeli, online kullanıcıların teknolojiyi nasıl benimsediklerini ve kullandıklarını modelleyen bilgi ve bilişim sistemleri teorisidir. ...
... In addition, perceived ease of use has a direct effect on perceived usefulness because the ease of use of a system makes the system more useful. In many studies conducted related to TAM, perceived ease of use seems to correlate positively with the use of information systems and the user attitudes towards the use of these systems (Davis, 1989;Qiu & Li, 2008;Cheng, Sheen, & Lou, 2006;Jahangir & Begum, 2008). Perceived usefulness and ease of use perceptions of the users determine their attitudes towards using the system. ...
Nowadays, the developments in internet and mobile device technologies allow both consumers and retailers to benefit more from the opportunities offered by mobile technologies with regards to marketing. In this context, consumer evaluations regarding mobile technologies, which have become one of the building blocks of multi-channel retailing, have come to the fore as a subject worth researching. The aim of this study is to examine the effects of usage precursor behaviours and attitudes towards the use of mobile technology on the stages of the buying decision process of consumers. In the research model developed based on the Technology Acceptance Model (TAM), the effects of perceived ease of use, perceived usefulness and attitude variables on each stage of the buying decision process were analyzed. The data required for the analyses were collected using a questionnaire that was designed online. As a result of the model test conducted using the structural equation with the data provided by 925 participants, the perceived ease of use and usefulness were found to be effective on the attitudes of consumers towards the use of mobile technology. In addition, it was determined that the consumers used their smartphones more intensively at the ‘information search’ and ‘evaluation of alternatives’ stages of the buying decision process.
... The history of anthropology, sociology and cultural studies motivated an interdisciplinary study that show consumption as a dynamic field that is nourished by all disciplines (Aristizábal . In the context of e-commerce, there is a wide variety of scientific research and interest in the subject (Lingyun & Dong, 2008) (Luo, Xu, & Yao, 2012). To understand user's behavior, some researchers have focused on psychological models that could simulate consumer's thoughts (Shen, Zhou, Xu, Hu, & Hu, 2009). ...
This paper presents a reflection on the ideal requirements that a provider should offer to the consumer. Traditionally, studies are made to improve products and/or services, but the consumer's point of view is disesteemed. This work approaches the commerce scenario from an approach where the consumer is the protagonist. The context of analysis is electronic commerce (e-commerce), however, the approaches can be extended to traditional commerce. It should be noted that commerce can be classified as traditional or electronic. In the specific area of ecommerce, it is known that the relevant defining characteristic is the use of information and communication technologies (ICT). Due to the above, the consumer has some particularities that are considered to present the approach. It is about identifying the elements for ecommerce improvement. Improving the sale-purchase cycle that includes improving marketing, improving consumer service, improving the product and/or service offered, and the improvement of the WEB portal.
... Entertainment and enjoyment associated with an online shopping website improves consumers' perceptions of usefulness and ease of use of it (Tong, 2010). The underlying idea behind the link is that when the website is entertaining and fun, users will perceive the shopping task as being less tiring, get more engaged in it, and, therefore, be more likely to complete it (Qiu & Li, 2008). Generation Y consumers are also known to value hedonism in their luxury shopping behavior (Faschan et al., 2020), which is in line with existing literature which portrays Generation Y members as pleasure seeking individuals (Debevec et al., 2013;Noble et al., 2009). ...
This paper investigates how luxury values act as antecedents of Generation Y consumer’s adoption of online luxury purchasing technologies. Research findings based on 509 Generation Y luxury consumers in Turkey reveal that well-accepted luxury consumer values-namely functional, hedonic, social values -as well as product availability play a significant role on Generation Y consumers’ acceptance of online luxury purchasing technologies. Price consciousness value, which is an essential consumer value of online marketing, is not a significant antecedent in the model. Furthermore, the results of the study also demonstrate that perceived ease of use does not directly impact attitude toward purchasing luxury online. In that way, this research extends the technology acceptance model for online luxury purchasing. Based on the findings, key theoretical and practical implications are explored and discussed.
... With the integration of segments in e-commerce systems an understanding of variables that mediate and those that influence behavioral intention and action is vital to technology acceptance. In the e-commerce segment TAM has been reviewed [20,21] and models have been simplified, extended or combined in assessing perception in adoption [22,23] of online shopping experiences, verifying user experiences, understanding consumer behavior [24] as well as analysing payment specific to mobile payment (m-payment) with an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model where performance expectancy was seen as the best predictor in understanding the behavioral intention in m-payment systems [25]. ...
The sophistication and efficiency of systems is undeniably advancing. As businesses evolve, questions on its past performance is beside the point but its anticipated functions and relevance in the future. With the use of software in commerce at the core of every business today, the overlook of how omnichannel transactions operates is an awe with the 4th industrial revolution and its societal impact. This chapter explains how commerce has currently evolved in the advent of technology elaborating on the current state and challenges of systems, its architecture, and the innovations of cyber physical systems in electronic commerce. It further expounds on the application of omnichannel systems in communication through the fifth-generation network, in transaction through blockchain and in composition through Social Internet of Things. We believe that this study will benefit all stakeholders in commerce from governments, supply chain organizations and consumers to understanding the forthcoming drivers of omnichannel systems in the 4th industrial revolution, its prospects, and its anticipated challenges.
... Meanwhile, perceived usefulness reflects the degree to which people like to use a certain IT service to achieve a goal. Perceived ease of use and usefulness are the main variables that affect customers' attitude toward buying goods online (Qiu and Li 2008). Thus, companies that provide easy-to-use websites and appropriate advertisements on the usability of their products will attract a greater number of online consumers. ...
This study investigates the various risk factors that alter online shopping behavior in Kuwait, during the COVID-19 pandemic. Online questionnaires were distributed through various social media platforms. Overall, 385 responses were collected via online questionnaire, and the data were analyzed using AMOS 21 for the purpose of structural equation modeling. The findings show that risk susceptibility, risk severity, and risk of formal penalties positively affect consumers’ online buying attitude in Kuwait, whereas product risk, financial risk, and non-delivery risk show no significant effect. Convenience risk is the only factor that negatively affects attitudes. Further, we find a new path wherein formal penalties imposed on those who break the lockdown rules can directly and positively affect consumer behavior toward online shopping during the pandemic. We show that factors that affect the attitude and behavior of users toward online shopping in normal non-emergency times, vary from those during emergency times.
... Algılanan kullanışlılık (AK) bir bilgi sisteminin kullanımı ve ona ilişkin kullanıcı tutumları ile pozitif olarak ilişkilidir (Shih, 2004;Lingyun ve Dong, 2008). Bir web sitesi bir bilgi sistemi gibi ele alınabilir, web siteleri kullanıcılara bilgi sağlamaktadır. ...
... The existing literature attempts to implement TAM model to predict the online shopping behavior (Tong, 2010) (Lingyun & Dong, 2008) (Renny et al., 2013) (Ashraf, Thongpapanl, & Auh, 2014) (Wu & Ke, 2015) (Jin, Osman, Nizam, & Rahim, 2016) (Law, Kwok, & Mark, 2016) (Driediger & Bhatiasevi, 2019), mobile shopping (Shang, Dawei, Wu, 2017) (Wu & Wang, 2005) (Chen, Hsu, & Lu, 2017) (Sohn, 2017) (Natarajan et al., 2018) (Chi, 2018), social media transaction (Hansen, Saridakis, & Benson, 2018). Further research is necessary in order to apply the model to the Muslim customer in purchasing online halal food. ...
To meet the global population needs, it is projected at least eighty billion dollars in
investment per year to support the food security until 2050. Arguably, the agriculture
financing growth has stalled due to many reasons, while Islamic finance has the
potential to spur the growth of agriculture financing to promote global food security.
Meanwhile, agriculture in Indonesia is still nowhere to its potential. It is hindered by
an inefficient and underdeveloped downstream segment, low access to financial and
technology. This is a huge opportunity for Islamic finance in helping to bridge the gap
through value chain financing approach as one of the strategies to reduce risk and
provide socio-economic spillover effect along the chain. Islamic finance could promote
agricultures sustainability and a more efficient process with FinTech enabled platform.
The multiple case studies propose a sharia compliant community-based financing
model in agricultural value chain practice with FinTech enabled platform. The result
is this model integrating all actors from different market segmentation, including
landowners, suppliers, farmers, brokers, retailers, and investors into an Islamic
value chain-financing platform. However, determining buying intention, partnership
establishment, and technology infrastructure are pivotal for its future implementation.
... The technology acceptance model (TAM) has been widely used to explain customer adoption of new technologies. The TAM suggests that the user's intention to accept new technology is based on user assessments of the usefulness and complexity of the technology (Davis, 1989;Fishbein and Ajzen, 1975;Lee et al., 2005;Qiu and Li, 2008). In detail, the user's intention to adopt new technology is positively influenced by its perceived usefulness whereas perceived complexity exerts a negative effect. ...
Purpose
The purpose of this study is to explore South African and Italian consumers’ attitude towards
online wine purchasing. In detail, through the application of the Technology Acceptance Model
(TAM), this research intends to explain the antecedents of consumers actual online purchasing
of wine in South Africa and in Italy.
Design/methodology/approach
Two questionnaire-based surveys were conducted, yielding a sample of 190 consumers in South
Africa and of 179 in Italy. Data were analyzed through several techniques including t-tests,
principal component factor analyses and binary logistic regressions.
Findings
Overall, the findings show that South African and Italian online wine consumers are more
similar than the offline wine consumers. However, perceived usefulness has an impact on the
use of the online channel to purchase wine in Italy but not in South Africa, while perceived
complexity has an effect in South Africa but not in Italy.
Research limitations/implications
This study adopts a convenience sampling technique, suggesting that the used samples are not
representative of the whole population. Moreover, TAM offers a simple and clear
understanding of the actual use of wine e-commerce but overlooks other potential explanatory
factors.
Practical Implications
Targeting online wine consumers in South Africa and Italy opens up the opportunity for using
cross-national highly-standardized product and communication strategies. However, different
approaches are required to convert offline wine consumers to online wine consumers in South
Africa and in Italy.
... Doubtlessly, the success and acceptance of e-government initiatives are subject to citizens' acceptance, willingness and intention to use these newly offered services. Many variables influence user acceptance of a new technology in different settings such as the user acceptance of computers (Davis, 1989), consumers' adoption of online shopping (Lingyun and Dong, 2008), and citizens' willingness to adopt e-government (Carter and Belanger, 2005). ...
Successful provision of government-to-citizen (G2C) e-services requires effective and efficient systems, that in turn requires the understanding of citizens’ needs and expectations. The life-event approach is widely used for designing e-government portals as a way to structure government services and information. This approach offers a way for dealing with a citizen life-event in depth, at the same time focusing on a number of separated tasks that are related to that particular event. As a result, it provides a novel way for information seeking which is not recognised in other e-service provision approaches. As such, services provided using this approach are considered to be citizen-centric. However, the use of the life-event approach has been limited to presenting and structuring public services and information, rather than designing and building e-government portals based on this approach. This limits the potential of personalising e-services and meeting citizens’ needs. Disaggregated
This research aims to develop a standardised and systematic guide for designing active e-government portals based on the life-event approach. Accordingly, the Norm-Based Life-Event (NoBLE) framework is developed with a mechanism for matching life-events with relevant e-services, it also has a set of schemas for registering e-services, specifying life-events, and creating citizen profiles. The concept of norms borrowed from organisational semiotics (OS) is used for the matching mechanism. Norms play a vital role in identifying service needs, conditions, responsible agents, and actions to be taken. A system-design based on the NoBLE framework is also introduced. The research takes the case study of Jordan to apply the NoBLE framework, as it is one of the developing countries that have adopted life-event approach for promoting G2C e-services.
The conclusions, contributions and recommendations drawn from this research are expected to benefit researchers, in providing insights for future research in the field of e-government, and practitioners, in providing guidelines for designing life-event oriented e-government systems.
Los sistemas de información en las organizaciones son de gran importancia para aumentar la productividad y toma de decisiones. Conocer la perspectiva del usuario de los sistemas de información en contextos reales permite identificar factores clave en la experiencia de interacción hombre-máquina, e incorporar tales características en el desarrollo de sistemas. Dado lo anterior, el objetivo del presente documento fue evaluar la experiencia de usuario (UX) en los sistemas de información desarrollados por la Coordinación General de Tecnologías de Información en la Universidad Autónoma de Chihuahua (UACH), México. La naturaleza de la investigación fue cuantitativa aplicada, generando alternativas de solución, el diseño fue no experimental, con un criterio de clasificación de la investigación como transversal, el modo fue de campo. Los resultados demostraron un nivel de calificación de bueno a excelente en la experiencia de usuario. La aportación del estudio radica en conocer si los sistemas de información UACH están cubriendo las necesidades de los usuarios con efectividad, eficiencia y satisfacción.
Based on affordance theory, this study proposes the attributes of live streaming tourism (enjoyment, escapism, social presence, synchronism, self-presentation, social interaction, and utility) and examines their impacts on consumers’ attitudes and behavioral intentions concerning tourism destinations. In this study, data were collected from 985 respondents to cross-validate the proposed theoretical model using three distinct approaches: an experimental design, a cross-sectional survey on memory recall experiences, and cross-cultural (US vs. Chinese) sample comparisons. Multi-group PLS-SEM results indicated that Chinese tourists emphasized social presence in live streaming tourism, whereas US tourists ascribed more value to synchronism in live streaming tourism than their Chinese counterparts. Self-presentation and utility were two robust factors in live streaming tourism that influenced tourists’ visiting intentions. In the recollection of live streaming tourism experiences, self-presentation, synchronicity, and utility were critical factors that led to positive outcomes for tourism destinations. However, in the study’s experiments, escape, self-presentation, and social plkkresence were the most important factors that affected tourists’ behaviors.
It is observed that the acceptance of online shopping platforms by consumers has been a topic of great interest for marketing professionals and academic circles. In this context, the present study aims to reveal the national and international studies that examine the online shopping phenomenon within the framework of the technology acceptance model (TAM) using the systematic literature review method and to identify research gaps that can be the subject of future research. According to the research findings, which examine a total of 130 studies identified between 2000 and 2023, the most significant increase in the number of studies that investigate online shopping practices within the scope of TAM occurred between 2019 and 2021. Turkey and the United States are respectively the countries with the highest number of studies conducted in the relevant research area, and according to the type of research, articles are ranked first among the 130 studies. In terms of the themes that frame the studies, determining factors, model development, and validating TAM categories are respectively ranked in the top three. Furthermore, it has been determined that the vast majority of the 130 studies were carried out using quantitative methods.
TAM (Technology Acceptance Model) is a technology application model that adopts the Theory of Reasoned Action (TRA) from Fishbein and Ajzen (1975) which is used to see the level of use of respondents in receiving information technology (Kaffashan Kakhki et al., 2020). This TRA is composed of the basic assumption that every human being behaves consciously in self-control and considers the use of available information for use in his life. Ajzen and Fishbein (1975) state that two determining factors can influence a person's intention in doing a certain act, the first is related toattitude towards behavior) and the next influence is social influence, namely subjective norms (subjective norms). This study uses a bibliometric literature review approach with a sample mapping literature of 17 articles regarding planned behavior theory approaches reference articles from 2020 - 2021 under Scopus indexed journal. Our proposition state result the correlation Theory of planned behavior theory and TAM in the aspect of the field of management (e.g., marketing, Technology, E-Commerce) make a positive contribution as a grounded theory to explain the variable antecedent and also its correlation to other theories.
Research shows that smart home appliance consumers face a privacy paradox – consumers have a high perception of privacy disclosure risk; yet this has no obvious influence on their purchase behavior. The privacy paradox problem may be exaggerated, considering that most existing research has focused on potential purchasers who do not have corresponding purchase and usage experience. For repeat consumers, their perception of smart home appliances is based on their real usage experience, so they may not have such a “privacy paradox” problem unlike potential purchasers. To verify this, this study divided smart home appliance consumers into potential and repeat purchasers, based on the technology acceptance model, and comparatively analyzed the differences in the influence of perceived privacy disclosure risk and other factors on the willingness to purchase smart home appliance. We found repeat purchasers did not have a serious privacy paradox problem. Potential purchasers have a higher perception of privacy disclosure risk of smart home appliances, but this did not influence their willingness to purchase. Conversely, repeat purchasers had a lower perception of privacy risk, which had a weak influence on their willingness to repurchase. While somewhat unexpected, this result shows that repeat purchasers’ perceived privacy disclosure risks and behaviors are more consistent. Moreover, perceived usefulness was the most important factor that impacted potential purchasers’ willingness to purchase, perceived ease of use was the most important factor for repeat purchasers. Collectivism plays an active role in reducing consumers’ perceived privacy risk of smart home appliances and improving perceived usefulness and ease-of-use.
As the number of internet users increases by leaps and bounds, the importance of electronic commerce (e-commerce) channel intensifies among other sales channels. Internet enables products and services to reach large masses in a scalable way. Hence, both academicians and practitioners show great interest in theorizing and understanding the adoption behavior of ecommerce users. For this purpose, factors having impacts on adoption behavior of e-commerce users are investigated within the scope of the study. Our literature review shows that the most influential factors of e-commerce acceptance are perceived usefulness, perceived ease of use and trust. Therefore, an extension of TAM with trust is proposed as the research model. Data on the factors are collected from 186 respondents and analyzed using structural equation modeling (SEM) method to test model validity and hypotheses. This study reveals users’ perceptions of usefulness and trust are important factors towards adoption of e-commerce in Turkey. According to our study, Turkish users demand trustworthiness of products and services as well. Moreover, usefulness in means of time and money savings and easy reach of many products and services
positively affects adoption. Furthermore, perceived ease of use doesn’t directly affect adoption; rather it imposes on e-commerce adoption through perceived usefulness and trust.
The Indian mobile telecommunication services market is a very dynamic market nowadays due to tremendous growth over the past few years. Competition among existing players has also increased as the telecom companies are now focusing on both retaining the existing customer base as well as persuading the new-comers by attracting them through introductory offers and pricing policies. The prime targetof this paper is to analyze the customer’s repurchase intentions with the help of the antecedents such as Satisfaction & Trustin the case of Indian prepaid mobile subscribers. The present paper focuses on the means or the factors that increase the repurchase likeliness of the prepaid mobile subscribers. Fuzzy AHP technique is used as the framework to analyze different brand related, emotional components and individual related factors that contribute towards the choice of a prepaid mobile service by the customers. The outcome of this research paper can be used by cellular service providers to formulate their branding strategy, their marketing strategy and customer retention strategy.
The main objective of this paper is to explore the impact of the COVID-19 pandemic on customer loyalty factors in the Russian e-commerce market. The pandemic has dramatically changed consumer behavior in e-commerce. Russia’s e-commerce has grown significantly since 2020 due to the COVID-19 pandemic. The new customers entering the online market and an increase in online shopping frequency due to the quarantine are among the reasons for the growth in the financial value of Russia’s e-commerce. There was a 44% growth of the industry in 2020 compared to 2019. To explore the possible impact of the COVID-19 pandemic on customer loyalty factors, quantitative empirical data was gathered in 2019 and 2020, with 836 and 926 accurate observations respectively. Methods of exploratory factor analysis, confirmatory factor analysis, and the t-test were used to analyze the data along with the validity and reliability indices. After confirming the CFA model, nine constructs affecting consumer loyalty in 2019 and 2020 were examined to investigate possible changes in the mean values of their indicators. The results showed that factors Consumer satisfaction, Ease of making online purchases, e-WOM, and Number of reviews have a statistically significant difference in the mean value of the indicators between Pre- and the COVID-19 era. These findings can help Russian online business managers to adapt to changes in consumer behavior. To enhance e-WOM, having a platform to get customer feedback and understand their perception about the service and product is recommended.
There has been an exceptional augmentation of online shopping as it provides convenience comfort to customers. The propagation of online shopping has kindled pervasive research to explore which aspects drives consumers for online shopping from consumer and technology oriented view. Online shopping, especially, an online retail sale is becoming increasingly popular. Greatest issue with information technologies is to identify the factors that influence consumers to adopt such systems. Various researchers have added different factors and over the years, the original TAM has been expanded. Hence, the present study has been carried out to explicate most widely accepted factors of technology acceptance model (TAM).
COVID-19 sürecinin getirmiş olduğu kısıtlamalarla birlikte evlerinde kalmak zorunda olan tüketiciler alışverişinin çoğunu online olarak yapmaya başlamışlardır. Bu alışverişlerinden biri olan online yemek siparişi ise her geçen gün tüketiciler tarafından daha fazla benimsenmektedir. Sektörde faaliyet gösteren işletmelerden değişen tüketici davranışlarını dikkate alanların rekabet avantajı elde edeceği
düşünülmektedir. Bu çalışmanın amacı COVID-19 pandemisinde tüketicilerin online yemek siparişlerini teknoloji kabul modeli çerçevesinde incelemektir. Araştırmada gerekli olan verilerin toplanması online anket formu aracılığıyla gerçekleştirilmiştir. Kolayda örnekleme yöntemiyle 417 kişiye ulaşılmış ve süreç sonlandırılmıştır. Frekans ve faktör analizleri için SPSS 25, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi için AMOS 21 programı kullanılmıştır. Analiz sonuçlarına göre, tüketicilerin online yemek siparişlerinde algılanan kullanım kolaylığının algılanan fayda ve tutum üzerinde pozitif etkili olduğu belirlenmiştir. Algılanan faydanın tutum üzerinde pozitif etkisinin olduğu belirlenirken davranışsal niyet üzerinde doğrudan pozitif bir etkisinin olmadığı tespit edilmiştir. Bununla birlikte, online yemek siparişlerin yönelik tutumun davranışsal niyet üzerinde pozitif etkisi olduğu sonucuna ulaşılmıştır.
In recent years, the number of fintech startups has increased substantially, especially those that offer financial services in areas considered as traditional advantage of commercial banks such as payment, deposit or lending services. This paper examines the cooperation in the provision of financial services between banks and Fintech from consumers' perspective, which is the customers' adoption of financial services offered by the partnership between banks and Fintechs. The study employs SEM utilizing data of 234 customers using financial services in Vietnam to identify the factors influence their behaviors and intention to use financial services offered by banks and fintechs partnerships. The findings indicate that perceived usefulness, brand image, user innovativeness and trust have positive effects on customers' attitude and consequently on their intention to use. However, there is no evidence regarding the impact of perceived ease of use and perceived risks on behavior and intention to use of customers. The findings also provide more evidence on the factors that influence the intention of customers' technology acceptance in the traditional Technology Acceptance Model (TAM).
The sustainability of Industry 4.0 has now entered into the tourism sector or Tourism 4.0. However, the existence of information technology as a provider has not been widely used in the context of Tourism 4.0 in Indonesia. Recent mobile technology, the application namely “Desa Digital” requires an in-depth evaluation of an intention to use and actual system usage. Hence, this study uses a Technology Acceptance Model (TAM) to understand the intention to use and actual system usage for “Desa Digital” mobile application users in Indonesia. A literature study is conducted in identifying variables that are important on the acceptance model. Furthermore, this paper identifies social presence, perceived enjoyment, perceived ease of use, perceived usefulness, perceived compatibility, and attitude toward use influencing intention to use and actual system usage.
Much research has been carried out on online shopping and the implications of such a purchasing format for consumers and retailers. The majority of these studies have focused on consumer attitudes toward online shopping and how these can be useful predictors of online shopping adoption. Despite these insights from adoption theory, extant research has not yet distilled the most effective means of understanding consumers’ attitudes toward online video game purchases. This chapter aims to shed light on this issue by developing an integrative framework to examine how the advent of Internet technologies affects consumers’ attitudes toward video games.
The E-commerce in Colombia is considered incipient, so it is important to explore the adoption factors of virtual purchases in university students, based on an empirical analysis using the technological acceptance model (TAM). This investigation observed difficulty perception when using online shopping sites, additional the quality of the information found in online shopping sites is considered low. In conclusion, the present study reflects different challenges that must be addressed by online companies to improve the confidence, ease and perceived utility of virtual purchases by the university population. As a result, it became evident that quality perception represents a fundamental factor to encourage the adoption of e-shopping, from the perspective of the relevance of the information, its usefulness and clarity. JEL CLASSIFICATION: A22, D91, Ml, M31 CONTENT: Introduction; 1. Methodology; 2. Results; 3. Discussion; Conclusions; References.
With the rapidly dramatic environmental change and intensive competition, tourism organisations are required to adopt advanced marketing strategies and techniques. Recently, digital content marketing (DCM) has become one of the most prominent marketing tools that has substantial benefits and influences in different settings and domains. To this end, it is crucial to understand the effect of DCM on consumer behavior within the tourism context. Therefore, this research empirically examines an extended t echnology acceptance model (TAM) model to investigate and compare the influence of DCM on travel and tourism consumer behavior in two distinct countries in the Middle East and North Africa (MENA) region. A quantitative approach was adopted by collecting surveys from a convenience sample of 285 and 122 participants in Egypt and Oman, respectively. The findings of PLS‐structural equation modelling revealed that the TAM major constructs were good elucidating the attitude and behavior toward using of DCM for tourism purposes. It is also found that perceived enjoyment and perceived convenience are antecedents of customers' attitudes, which in turn, influence their intention and behavior of using DCM to buy or select a certain tourism product/service. The current study contributes to knowledge of DCM literature in the tourism field in general and within the MENA region in particular. It also adds to studies on TAM and digital technologies by extending two critical constructs related to tourism consumer behavior. The practical implications will greatly support tourism marketers and authorities to develop their tourism strategies and marketing activities. Future research can be expanded to study different target groups comprehending region differences.
Bu çalışmada tüm Dünya ve Türkiye’de etkisi her anlamda yoğun olarak hissedilen küresel salgın “Covid-19” sürecinde onlinealışveriş davranışı incelenmeye çalışılmaktadır. Araştırmada, Genişletilmiş Online Alışveriş Kabul Modeli (GOAKM) çerçevesinde,pandemi sürecinde bireyleri farklı açılardan etkilediği varsayılan algılanan kaygı değişkeni dahil edilerek tüm değişkenlerin onlinealışveriş yapma niyetine etkisi değerlendirilmektedir. Online anket yöntemi ile 655 kişiden elde edilen verilere yapılan analizsonuçlarına göre algılanan kaygının satın alma niyeti ve tutum üzerinde etkisi kayda değer bulunamamıştır. Online alışverişplatformlarının algılanan bilgi, hizmet ve servis kalitesinin algılanan kullanım kolaylığına, kullanım kolaylığının algılanankullanışlılığa ve tutuma etkisinin anlamlı ve pozitif olduğu belirlenmiştir. Online alışverişe yönelik algılanan tutumun satın almaniyetini %50 oranında açıkladığı sonuçlar arasında yer almaktadır.
Anahtar Kelimeler: Covid-19, Online Alışveriş, Genişletilmiş Online Alışveriş Kabul Modeli
Online shopping has a vital place in shopping behavior. Various factors have an impact on individuals’ motivations for online shopping. In this study, the online shopping motivation of individuals who have experienced that earlier has been evaluated with regards to the Technology Acceptance Model, Diffusion of Innovation Theory, and Extended Unified Theory of Acceptance and Use of Technology. An integrated model is developed by using the innovativeness and relative advantage factors from the Diffusion of Innovation Theory; perceived usefulness, perceived ease of use, attitude towards use and usage intention factors from Technology Acceptance Model and finally habit, hedonic motivation and social influence from Extended Unified Theory of Acceptance and Use of Technology. All those factors and relationships between factors were tested using PLS-SEM. The model was employed to test the online shopping behavior of Generation X, Y, and Z and revealed the differences among those 3 groups. After finding out differences and significant relationships among generations, the hesitant fuzzy set method is used to explain how webpage design should be for each generation. The study, finally, has explained which factors are given priority when building a webpage for target generation based on factors of the proposed model.
With increasing smartphone penetration, online purchasing has become a common and representative purchasing channel. The development of the Internet, enabling online transactions, has led to the emergence of cross-border electronic commerce. Despite the fact that online shopping sites are developing very quickly, the factors that influence consumers’ purchase intention (PI) on cross-border online shopping sites are not clear. Furthermore, prior studies have not identified the perceived differences between domestic and cross-border online shopping sites.
A study developed and validated new scales for perceived usefulness and perceived ease of use, which were hypothesized to be fundamental determinants of user acceptance. The definitions of the 2 variables were used to develop scale items that were pretested for content validity. The items were then tested for reliability and construct validity in 2 studies involving a total of 152 users and 4 application programs. After refining and streamlining the measures, the resulting 2 scales of 6 items each demonstrated reliabilities of .98 for usefulness and .94 for ease of use. The scales also exhibited high convergent, discriminant, and factorial validity. In both studies, usefulness had a greater correlation with usage behavior than did ease of use, though both were significantly correlated with current usage and future usage. Regression analyses suggest that perceived ease of use may actually be a casual antecedent to perceived usefulness, as opposed to a direct determinant of system usage.
While the technology acceptance model (TAM), introduced in 1986, continues to be the most widely applied theoretical model in the IS field, few previous efforts examined its accomplishments and limitations. This study traces TAM's history, investigates its findings, and cautiously predicts its future trajectory. One hundred and one articles published by leading IS journals and conferences in the past eighteen years are examined and summarized. An open- ended survey of thirty-two leading IS researchers assisted in critically examining TAM and specifying future directions.
Building on recent unique, yet potentially complementary, approaches to understanding the formation of user perceptions about technology (Venkatesh, 1999; Venkatesh & Speier, 1999), the present work reanalyzes the data from both studies to develop an integrated model of technology acceptance. The integrated model specifically examines the influence of pre-training and training environment interventions (termed user acceptance enablers) to understand how user perceptions are formed prior to system implementation. The model is then further extended and tested using longitudinal data in a field setting. The results indicate that the integrated model emerged as a better predictor of user behavior when compared to the existing models.
Relationship marketing-establishing, developing, and maintaining successful relational exchanges-constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
The objective of this paper is to provide a unified, theoretically grounded framework for trust in electronic environments. An overview of the research on trust is presented, examining the nature of the concept, its definition, and the factors and processes that contribute to trust. The result is an integrated model that provides a comprehensive framework for trust in a variety of settings. This general model of trust is then applied to four domains within electronic environments: information, information systems, electronic commerce, and online relationships. The benefits of this unified framework for trust are twofold. First, it provides a common language for information systems researchers studying trust in different domains. Second, it provides solid theoretical grounding for the study of trust in information systems. It thus enables the information systems community to engage in a more formal and systematic study of trust.
in this chapter we will examine the development and impact of trust in the context of close relationships
we will begin with a definition of trust and a discussion of its roots in individuals' interpersonal histories
we will go on to explore the development of trust in intimate relationships, emphasizing how its foundations are colored by the seminal experiences that mark different stages of interdependence
we will then consider the various states of trust that can evolve and their consequences for people's emotions and perceptions in established relationships (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Tested a theoretical model of interpersonal trust in close relationships with 47 dating, cohabiting, or married couples (mean ages were 31 yrs for males and 29 yrs for females). The validity of the model's 3 dimensions of trust—predictability, dependability, and faith—was examined. Ss completed scales designed to measure liking and loving, trust, and motivation for maintaining the relationship. An analysis of the instrument measuring trust was consistent with the notion that the predictability, dependability, and faith components represent distinct and coherent dimensions. The perception of intrinsic motives in a partner emerged as a dimension, as did instrumental and extrinsic motives. As expected, love and happiness were closely tied to feelings of faith and the attribution of intrinsic motivation to both self and partner. Women appeared to have more integrated, complex views of their relationships than men: All 3 forms of trust were strongly related, and attributions of instrumental motives in their partners seemed to be self-affirming. There was a tendency for Ss to view their own motives as less self-centered and more exclusively intrinsic than their partner's motives. (25 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Motivations to engage in retail shopping include both utilitarian and hedonic dimensions. Business to consumer e-commerce conducted via the mechanism of web-shopping provides an expanded opportunity for companies to create a cognitively and esthetically rich shopping environment in ways not readily imitable in the nonelectronic shopping world. In this article an attitudinal model is developed and empirically tested integrating constructs from technology acceptance research and constructs derived from models of web behavior. Results of two studies from two distinct categories of the interactive shopping environment support the differential importance of immersive, hedonic aspects of the new media as well as the more traditional utilitarian motivations. In addition, navigation, convenience, and the substitutability of the electronic environment to personally examining products were found to be important predictors of online shopping attitudes. Results are discussed in terms of insights for the creation of the online shopping webmosphere through more effective design of interactive retail shopping environments.
This paper discusses the applications of presence in online shopping and illustrates how online stores can improve their experiential appeal and utilitarian value by enhancing shoppers' feelings of presence with the help of web-based interactive multimedia technologies. Specifically, four types of presence are discussed: presence of products, presence of a sales representative, presence of an intelligent agent, and presence of Co- shoppers and other customers. Guidelines of presence design are also suggested.
Virtual salespersons (computer agents) act in a similar role in online stores as human salespersons act in physical stores. Customer trust in a salesperson is key in generating transactions and managing customer relationships. In this exploratory study, 44 participants used the services of both virtual and human salespersons in the same commercial store. Written protocols were collected by asking the participants open-ended questions regarding their comparative trust. This paper finds that similar to trust in a human salesperson, trust in a virtual salesperson contains trust in competence, benevolence, and integrity; however, the formation processes of trust in virtual salespersons, trust in human salespersons, distrust in virtual salespersons, and distrust in human salespersons are different. This paper theoretically outlines to what extent research on trust in computer agents can draw from literature on interpersonal trust. It practically contributes to our understanding of how to better design trustworthy virtual salespersons.
Salespeople involved in the marketing of complex services often perform the role of “relationship manager.” It is, in part, the quality of the relationship between the salesperson and the customer that determines the probability of continued interchange between those parties in the future. A relationship quality model is advanced and tested that examines the nature, consequences, and antecedents of relationship quality, as perceived by the customer. The findings suggest that future sales opportunities depend mostly on relationship quality (i.e., trust and satisfaction), whereas the ability to convert those opportunities into sales hinges more on conventional source characteristics of similarity and expertise. Relational selling behaviors such as cooperative intentions, mutual disclosure, and intensive followup contact generally produce a strong buyer-seller bond.
Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
With the growing reliance on computerized systems and increasing rapidity of the introduction of new technologies, user acceptance of technology continues to be an important issue. Drawing upon recent findings in information systems, human computer interaction, and social psychology, the present research extends the technology acceptance model by incorporating the motivation variables of self-efficacy, enjoyment, and learning goal orientation in order to predict the use of Web-based information systems. One hundred nine subjects participated in the study, which was conducted in a field setting with the Blackboard system, a Web-based class management system. A survey was administered after a 2-week trial period and the actual use of the system was recorded by the Blackboard system over 8 weeks. The results largely support the proposed model, highlighting the important roles of self-efficacy, enjoyment, and learning goal orientation in determining the actual use of the system. Practical implications of the results are provided.
Introduction 1. The turn towards soft variables in sociological theory 2. The idea of trust 3. Varieties of trust 4. Foundations of trust 5. The functions of trust 6. The culture of trust 7. Trust in democracy and autocracy 8. Trust and rapid social change: a case study Bibliography References Index.
Trust was conceptualized as the extent to which a salesperson exhibited five attributes: dependable, reliable, honest, responsible, and likeable. Scales were developed to measure each component as well as overall trust. The measures were found to satisfy some of the basic psychometric criteria for measurement. Also, descriptive information on the extent to which industrial buyers trusted salespeople found that while buyers tended to trust salespeople, room for improvement existed.
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
One of the major differences between B2C e-services (Business to Consumer Internet-based services) and the more traditional types of consumer services is that websites of e-services frequently lack the social presence of the physical services. This lack of social presence may impede the growth of B2C by hindering the development of consumer trust in the service provider. Human interaction, or at least the belief that the system has characteristics of social presence, is believed to be critical in the creation of trust. Trust itself is a major issue affecting the phenomenal growth rate of e-commerce, according to industry sources and recent academic studies. This study examines the effect of social presence on consumer trust in e-services and the relative importance of consumer trust in comparison with the widely studied TAM (Technology Acceptance Model) beliefs. In a free simulation experiment, 161 MBA student subjects assessed Travelocity.com, a popular online travel agency. Findings show that social presence, indeed, affects consumer trust and that trust subsequently has a stronger effect on purchase intentions than TAM beliefs. Implications for e-services are discussed in terms of whether the benefits from adopting an IT depend more on website characteristics like usefulness and ease of use or on consumer trust in the vendor. Managing e-services calls for managing the trust that is engendered in the customer experience on the website. Firms that excel in instilling high degrees of social presence in their websites may prosper more than those that do not.
Two experiments examine the effect of multiple synthetic voices in an e-commerce context. In Study 1, participants (N = 40) heard five positive reviews about a book from five different synthetic voices or from a single synthetic voice. Consistent with the multiple source effect, results showed that participants hearing multiple synthetic voices evaluated the reviewed books more positively, predicted more favorable public reaction to the books, and felt greater social presence of virtual speakers. The effects were mediated by participants' feelings of social presence. The second experiment (N = 40) showed that the observed effects persisted even when participants, were shown the purely artificial nature of synthesized speech. These results support the idea that characteristics of synthetic voices in doubly disembodied language settings influence participants' imagination of virtual speakers, and that technological literacy does not hinder social responses to anthropomorphic technologies such as text-to-speech (TTS).
The goal of this paper is to describe the theoretical underpinnings
of the construct Para-social Presence and to develop an instrument to
measure this construct.
Para-social presence refers to the extent to which a medium facilitates
a sense of understanding, connection, involvement and interaction
among participating social entities. We make a case for treating a web
site as a valid social actor and argue that the relationship between
a web site and her visitors should be characterized in much the same
way one would characterize an inter-personal relationship. We also
argue that a web site could possess different levels of para-social
presence depending on how it is configured and used. We then develop
a research framework that illustrates the impact of new technologies
(such as personalization systems) and associated web interface design
decisions on perceived communication characteristics of a web site,
para-social presence, and subsequent user evaluations of the web site.
Much fascination and speculation surrounds the impact of the World Wide Web on consumer shopping behavior. At the same time, there is little empirical evidence underlying all this speculation. This article provides one such data set. It reports on factors that consumers found salient as they browsed through selected electronic malls on the World Wide Web. We gathered consumers' reactions via an open-ended survey using a sample of 220 shoppers. We related the reactions to the factors of product perceptions, shopping experience, customer service, and perceived consumer risk, which we had identified from the existing literature on retail patronage behavior. This study translated these factors to the World Wide Web context and explored their relative salience.With respect to product perceptions, consumers were impressed by the breadth of stores on the World Wide Web but disappointed with the depth of a merchant's offerings. The shopping experience was reported to be generally enjoyable, but at the same time frustrating. Consumers also reported that they could perceive the potential for time savings and reduced effort compared with traditional forms of shopping, but that, at present, goal-directed shopping was difficult. Nearly everyone in the sample had something negative to say about customer service on the World Wide Web, judging that the sites were not designed to be responsive to their needs and that the presentation of goods and services seemed intangible. Risk was cited as a barrier to shopping on the World Wide Web, but was not as salient to our sample as product perceptions, shopping experience, and customer service. Overall, the results suggest that World Wide Web merchants need to think more about how they perform on the factors known to affect consumer behavior; namely, product perceptions, shopping experience, and customer service. We offer advice for enhancing the design of World Wide Web retail sites.
This paper aims to predict consumer acceptance of e-commerce by proposing a set of key drivers for engaging consumers in on-line transactions. The primary constructs for capturing consumer acceptance of e-commerce are intention to transact and on-line transaction behavior. Following the theory of reasoned action (TRA) as applied to a technology-driven environment, technology acceptance model (TAM) variables (perceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance. The practical utility of TAM stems from the fact that e-commerce is technology-driven. The proposed model integrates trust and perceived risk, which are incorporated given the implicit uncertainty of the e-commerce environment. The proposed integration of the hypothesized independent variables is justified by placing all the variables under the nomological TRA structure and proposing their interrelationships. The resulting research model is tested using data from two empirical studies. The first, exploratory study comprises three experiential scenarios with 103 students. The second, confirmatory study uses a sample of 155 on-line consumers. Both studies strongly support the e-commerce acceptance model by validating the proposed hypotheses. The paper discusses the implications for e-commerce theory, research, and practice, and makes several suggestions for future research.
Scholars in various disciplines have considered the causes, nature, and effects of trust. Prior approaches to studying trust are considered, including characteristics of the trustor, the trustee, and the role of risk. A definition of trust and a model of its antecedents and outcomes are presented, which integrate research from multiple disciplines and differentiate trust from similar constructs. Several research propositions based on the model are presented.
Here we discuss the motivators for computer usage in Finland. IS and non-IS researchers have reported that perceived usefulness is a major determinant in a United States workplace. This study focuses on two aspects of motivation: extrinsic and intrinsic. Perceived usefulness is an example of extrinsic motivation, whereas perceived enjoyment is intrinsic. We found that extrinsic motivation plays a greater role in individuals' behavior and that perceived ease of use affects both perceived enjoyment and usefulness, as well as usage. Moreover, they were found to mediate fully the relationship between perceived ease of use and computer usage.
Previous research indicates that perceived usefulness is a major determinant and predictor of intentions to use computers in the workplace. In contrast, the impact of enjoyment on usage intentions has not been examined. Two studies are reported concerning the relative effects of usefulness and enjoyment on intentions to use, and usage of, computers in the workplace. Usefulness had a strong effect on usage intentions in both Study 1, regarding word processing software (β=.68), and Study 2, regarding business graphics programs (β=.79). As hypothesized, enjoyment also had a significant effect on intentions in both studies, controlling for perceived usefulness (β=.16 and 0.15 for Studies 1 and 2, respectively). Study 1 found that intentions correlated 0.63 with system usage and that usefulness and enjoyment influenced usage behavior entirely indirectly through their effects on intentions. In both studies, a positive interaction between usefulness and enjoyment was observed. Together, usefulness and enjoyment explained 62% (Study 1) and 75% (Study 2) of the variance in usage intentions. Moreover, usefulness and enjoyment were found to mediate fully the effects on usage intentions of perceived output quality and perceived ease of use. As hypothesized, a measure of task importance moderated the effects of ease of use and output quality on usefulness but not on enjoyment. Several implications are drawn for how to design computer programs to be both more useful and more enjoyable in order to increase their acceptability among potential users.
A considerable amount of research has examined trust since our 1995 publication. We revisit some of the critical issues that we addressed and provide clarifications and extensions of the topics of levels of analysis, time, control systems, reciprocity, and measurement. We also recognize recent research in new areas of trust, such as affect, emotion, violation and repair, distrust, international and cross-cultural issues, and context-specific models, and we identify promising avenues for future research.
Customer trust is important in agent-mediated electronic commerce, web-mediated electronic commerce, and traditional commerce. However, the meaning of customer trust in these contexts has not been clearly defined or fully delineated. This paper proposes a new trust model that differentiates between cognitive trust and emotional trust, defines customer trust in each type of commerce as cognitive trust and emotional trust in the various entities (e.g., website, computer agent) that make up a commerce context, and then compares customer trust across the three types of commerce. We propose that, first, emotional trust merits research, particularly in e-commerce. Second, both awareness of the known and awareness of the unknown will be higher in e-commerce than in traditional commerce; this will lead to lower cognitive trust and emotional trust in e-commerce. Third, the key to increase customer trust in e-commerce is to design and develop technologies to reduce the distance between a customer and each entity, thereby increasing awareness of the known and decreasing awareness of the unknown. Fourth, cognitive trust and emotional trust fall along a continuum with potentially asymmetric effects on customer dependence on entities in e-commerce (e.g., computer agent adoption). Finally, future research on customer trust in e-commerce is outlined.
While on-line tax is considered as a special type of e-service, the adoption rate of this service in Taiwan is still relatively low. The initial adoption of on-line tax is the important driving force to further influence the use and continued use of this service. The model of Trust and technology acceptance model (TAM) in Gefen et al. (2003a, MIS Quarterly 27(1), 51–90) has been well studied in on-line shopping and showed that understanding both the Internet technology and trust issue is important in determining behavioral intention to use. Besides, the diffusion of on-line tax could also be influenced by the potential antecedents such as individuals, organizational members, and social system while the issue for innovative technology is well discussed in Rogers (1995, The Diffusion of Innovation, fourth ed. Free Press, New York). Theory of planned behavior (TPB) is the model widely used to discuss the effect of these antecedents in behavioral intention. An extension of Trust and TAM model with TPB would be in more comprehensive manner to understand behavioral intention to use on-line tax. Furthermore, a large sample survey is used to empirically examine this framework.
Focusing on retail clothing salesperson-customer relationships, we develop a relationship customer typology based on specific consumer characteristics related to the maintenance of these relationships. We then profile the different relationship customer types in terms of demographics and also important retail consequences–satisfaction, loyalty, purchases, word of mouth, and relationship benefits valued. Implications and recommendations for retailers are discussed.
Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user???s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW).In this study, we introduce playfulness as a new factor that reflects the user???s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context.
Previous research has usually assumed that shopping on-line is a goal-oriented activity and is motivated by extrinsic factors of the customers. On the other hand, intrinsic factors, such as entertainment, have been found to be a major reason for peoples to use the Internet. This study examined whether such intrinsic motivations can be used to explain consumers’ acceptance of on-line shopping. A theoretical model, based on the technology acceptance model, was proposed to describe the intrinsic and extrinsic motivations of consumers to shop on-line. Results of this empirical study showed that perceived usefulness is not an antecedent of on-line shopping, while fashion and a cognitive absorption experiences on the web were more important than their extrinsic factors in explaining on-line consuming behavior. Implications and limitations were discussed.
Trust is emerging as a key element of success in the on-line environment. Although considerable research on trust in the offline world has been performed, to date empirical study of on-line trust has been limited. This paper examines on-line trust, specifically trust between people and informational or transactional websites. It begins by analysing the definitions of trust in previous offline and on-line research. The relevant dimensions of trust for an on-line context are identified, and a definition of trust between people and informational or transactional websites is presented. We then turn to an examination of the causes of on-line trust. Relevant findings in the human–computer interaction literature are identified. A model of on-line trust between users and websites is presented. The model identifies three perceptual factors that impact on-line trust: perception of credibility, ease of use and risk. The model is discussed in detail and suggestions for future applications of the model are presented.
With the growing reliance on computerized systems and increasing rapidity of the introduction of new technologies, user acceptance of technology continues to be an important issue. Drawing upon recent findings in information systems, human computer interaction, and social psychology, the present research extends the technology acceptance model by incorporating the motivation variables of self-efficacy, enjoyment, and learning goal orientation in order to predict the use of Web-based information systems. One hundred nine subjects participated in the study, which was conducted in a field setting with the Blackboard system, a Web-based class management system. A survey was administered after a 2-week trial period and the actual use of the system was recorded by the Blackboard system over 8 weeks. The results largely support the proposed model, highlighting the important roles of self-efficacy, enjoyment, and learning goal orientation in determining the actual use of the system. Practical implications of the results are provided.
This study focuses on both intrinsic (i.e. perceived enjoyment) and extrinsic (i.e. perceived usefulness) motivation for the use of the Internet. An electronic Webpage survey was used to collect the data required for this study. A total of 1370 usable responses were obtained. Results indicated that local Internet users used the Internet mainly because they perceived the Internet to be more useful to their job tasks and secondarily, because it is enjoyable and easy to use. Findings demonstrated that while perceived usefulness had consistently strong effects on all usage dimensions (frequency of Internet usage, daily Internet usage and diversity of Internet usage), perceived ease of use and perceived enjoyment affected each specific usage dimension differently.
Building customer relationships is a top priority in many firms. This study examines the benefits customers receive from relationships with clothing/accessories salespeople. We found that relationship benefits are positively associated with satisfaction, loyalty, word of mouth and purchases. Implications and directions for future research are given based on these findings.
In this paper, we empirically investigate an extension of the Technology Acceptance Model (TAM) to explain the individual acceptance and usage of websites. Conceptually, we examine perceived ease-of-use, usefulness, enjoyment, and their impact on attitude towards using, intention to use and actual use. The paper also introduces a new construct, “perceived visual attractiveness” of the website and demonstrates that it influences usefulness, enjoyment, and ease-of-use. For our empirical research we partnered with a Dutch generic portal site with over 300,000 subscribers at the time the research was conducted. The websurvey resulted in a sample size of 828 respondents. The results confirmed all of the 12 hypotheses formulated.
Past research on playfulness in human—computer interactions has demonstrated that computers can encourage playfulness and that playfulness can have positive and negative work-related consequences. Thus, playfulness in human—computer interactions represents a potentially important topic for information systems research. This article first defines playfulness in human-computer interactions in terms of Csikszentmihalyi's (1975) flow theory and explores the dimensionality of the flow construct. Second, it reports the results of two studies conducted to investigate the factor structure and correlates of flow in human-computer interactions. Finally, implications are discussed.
Given the importance of credibility in computing products, the
research on computer credibility is relatively small. To enhance
knowledge about computers and credibility, we define key terms
relating to computer credibility, synthesize the literature in this
domain, and propose three new conceptual frameworks for better
understanding the elements of computer credibility. To promote
further research, we then offer two perspectives on what computer
users evaluate when assessing credibility. We conclude by
presenting a set of credibility-related terms that can serve in
future research and evaluation endeavors.
In this paper, we present a literature review and classification scheme for electronic commerce (EC) research. The former consists of 275 journal articles published between 1993 and 1999 in nine journals that are appropriate outlets for EC research. The results show that an increasing volume of EC research has been conducted for a diverse range of areas. The articles are classified and results of these are presented, based on a scheme that consists of four main categories: application areas, technological issues, support and implementation, and others. A comprehensive list of references is presented. Hopefully, this review will provide a source for anyone interested in EC research and help simulate further interest.
This study is one of the few attempts to investigate students’ acceptance of an Internet-based learning medium (ILM). By integrating a motivational perspective into the technology acceptance model, our model captured both extrinsic (perceived usefulness and ease of use) and intrinsic (perceived enjoyment) motivators for explaining students’ intention to use the new learning medium. Data collected from 544 undergraduate students were examined through the LISREL VIII framework. The results showed that both perceived usefulness and perceived enjoyment significantly and directly impacted their intention to use ILM. Surprisingly, perceive ease of use did not posit a significant impact on student attitude or intention towards ILM usage. Implications of this study are important for both researchers and practitioners.