期刊名称：Pacific Asia Journal of the Association for Information Systems
印刷版ISSN：1943-7544
出版年度：2018
卷号：9
期号：4
页码：2
出版社：Association for Information Systems
摘要：This research aims at understanding the effect of long tail and trust on the customer motivation behind online shopping use. In this research, we adopt the Extended Unified Theory of Acceptance and Use of Technology2 (UTAUT2) and expand with two additional constructs “long tail effect” and “trust” to understand whether these two key factors influence the customer motivation to choose online channels for shopping. Research was conducted in Japan for two product categories i.e. airline ticket and book. One is a physical product while the other is a service product. Both “long tail effect” and “trust” were found to have significant relationships with the intention to use, however, there were some differences between the two products, due to their inherent characteristics. Inclusion of both “long tail effect” and “trust” constructs to the existing UTAUT2 research framework is proposed for future research. Available at: https://journal.ecrc.nsysu.edu.tw/index.php/pajais/article/view/435/205
关键词：Online Shopping; e-commerce; e-business; UTAUT2; Long Tail; Trust; Technology Acceptance
