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
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;
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
DOI :
10.1109/ICMSS.2010.5577039
