DocumentCode
2169623
Title
Using the Technology Acceptance Model to Explore Online Shopping Behavior: Online Experiences as a Moderator
Author
Liao, Pei Wen ; Hsieh, Jun Yi
Author_Institution
Dept. of Appl. Technol. & Human Resource Dev., Nat. Taiwan Normal Univ., Taipei, Taiwan
fYear
2010
fDate
24-26 Aug. 2010
Firstpage
1
Lastpage
4
Abstract
This study examines the causal relationship of perceived ease of use, perceived usefulness, attitude, trust, behavior intention and actual behavior, which occur online shopping with the moderating effects of online experience. An estimated model discusses building an effective relationship with online shoppers. The survey was conducted with 600 undergraduates in Taiwan. Structural equation modeling was employed to validate the measures and confirm the hypothesized model. All variables have significant and positive impact, and online experiences moderate the causal relationship.
Keywords
Internet; behavioural sciences; retail data processing; Taiwan; online experience; online shopping behavior; structural equation modeling; technology acceptance model; Availability; Book reviews; Business; Internet; Mathematical model; Psychology;
fLanguage
English
Publisher
ieee
Conference_Titel
Management and Service Science (MASS), 2010 International Conference on
Conference_Location
Wuhan
Print_ISBN
978-1-4244-5325-2
Electronic_ISBN
978-1-4244-5326-9
Type
conf
DOI
10.1109/ICMSS.2010.5577039
Filename
5577039
Link To Document