出版社：International Association for Computer Information Systems
摘要：Electronic commerce and Internet shopping have exploded in the last decade. At last estimate total electronic Business to Consumer sales amounted to an estimated $130 billion in 2006 [8]. This manuscript is a first attempt to test two common theories of behavior and test their applicability to Internet shopping. It is important to understand the factors involved in Internet shopping behavior to maximize productivity and consumer experiences. Internet shopping (IS) is an important form of transacting business exchanges between business and consumers and has become extremely popular among teens and young adults as well as the population at large. Internet shopping offers unique advantages over brick and mortar stores and other forms of commerce but still has not gained complete support among all demographics. The elderly and minorities are less likely to use electronic commerce than other groups. This study reviews Internet shopping (IS) and its use, and attempts to determine factors that influence its success. The Technology Acceptance Model (TAM), based on Davis’s work [7], is first tested to model IS behavior. Perceived usefulness was positively associated with intention to use Internet shopping but perceived ease of use was not. This manuscript also explores Internet shopping using the Ajzen and Fishbein [1] model of human behavior known as Theory of Reasoned Action (TRA). Specifically, findings reveal that attitude towards Internet shopping was positively associated with intention to use IS but subjective norm was not. Generally, the study finds that neither TAM nor TRA models IS behavior, but does find that perceived usefulness and attitude do affect behavioral intention. This study has important implications for researchers to further explore these relationships and for practitioners who can use these findings to influence and popularize an important method of commerce. The two factors which do influence “intention to use” Internet shopping are usefulness and attitude.
关键词：Technology Acceptance Model;TAM; TRA; Theory of Reasoned Action;Internet shopping; behavior; factor analysis;structural equation modeling
