PAPER TITLE : Understanding Customers' Acceptance of Online Purchasing
AUTHOR : Donald L. Amoroso, D. Scott Hunsinger
SUMMARY
This paper examines previous Technology Acceptance Model (TAM)-related studies in order to provide an expanded model that explains consumers’ acceptance of online purchasing. The model provides extensions to the original TAM by including constructs such as social influence and voluntariness; it also examines the impact of external variables including trust, privacy, risk, and e-loyalty.
The findings suggest that the expanded model serves as a very good predictor of consumers’ online purchasing behaviors. The linear regression model shows a respectable amount of variance explained for Behavioral Intention. Not only are the traditional TAM variables important in predicting behavioral intention, but social influence, perceived behavioral control, and e-loyalty are all significant constructs. It seems that the model is quite robust in predicting Behavioral Intention. The study also discovered that trust, a construct not included in the original TAM, plays an important role in influencing consumers’ attitudes toward purchasing.
AUTHOR : Donald L. Amoroso, D. Scott Hunsinger
SUMMARY
This paper examines previous Technology Acceptance Model (TAM)-related studies in order to provide an expanded model that explains consumers’ acceptance of online purchasing. The model provides extensions to the original TAM by including constructs such as social influence and voluntariness; it also examines the impact of external variables including trust, privacy, risk, and e-loyalty.
The findings suggest that the expanded model serves as a very good predictor of consumers’ online purchasing behaviors. The linear regression model shows a respectable amount of variance explained for Behavioral Intention. Not only are the traditional TAM variables important in predicting behavioral intention, but social influence, perceived behavioral control, and e-loyalty are all significant constructs. It seems that the model is quite robust in predicting Behavioral Intention. The study also discovered that trust, a construct not included in the original TAM, plays an important role in influencing consumers’ attitudes toward purchasing.
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