Consumer e-shopping acceptance: Antecedents in a technology acceptance model

Sejin Ha and Leslie Stoel

Journal of Business Research, 2009, vol. 62, issue 5, 565-571

Abstract: This study integrates e-shopping quality, enjoyment, and trust into a technology acceptance model (TAM) to understand consumer acceptance of e-shopping. Online surveys with college students (n=298) were conducted. E-shopping quality for apparel products consists of four dimensions: web site design, customer service, privacy/security, and atmospheric/experiential. A structural equation model reveals that e-shopping quality determines perceptions of usefulness, trust, and enjoyment, which in turn influence consumers' attitudes toward e-shopping. Consumer perceptions of usefulness and attitude toward e-shopping influence intention to shop online, while perceived ease of use does not influence attitude toward e-shopping. Shopping enjoyment and trust play significant roles in consumers' adoption of e-shopping. This study provides important implications for e-tailers whose web site developers must keep in mind that customers are not only web users with trust/safety and information needs, but also shoppers with service and experiential needs.

Keywords: E-shopping; quality; Enjoyment; Trust; Technology; acceptance; model; Apparel; shopping (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (187)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:5:p:565-571

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