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An Analysis of Selected Aspects of E-Commerce Based on Technology Acceptance Model

Jaroslaw Banas
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Jaroslaw Banas: Maria Curie Sklodowska University, Poland

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Abstract: Technological development has contributed to transformation of the shopping experience. Consumers are willing to do their shopping using various technologies. This paper discusses the use of Internet as a tool for browsing offers and making online purchases. It has used a measuring model developed on the basis of the Technology Acceptance Model. For the purposes of the paper, the author defined the research problem and put forward three hypotheses that were verified using statistical tools. Data analysis was conducted using grouped data, descriptive statistics and structural equation modelling. A survey given to 495 students allowed to conclude that the perceived ease-of-use and usefulness of Internet positively contribute to its use in online shopping. In a vast majority of cases, recorded values of the power of relationships between model variables were positive. Increased usefulness and easeof- use result in increased use of the Internet for shopping-related activities. Additionally, the sample was divided into two subgroups differing in terms of time spent on using the Internet. In the group of less advanced users, lower average values of all variables were recorded. Also, values of indirect effects of usefulness and ease-of-use on the actual use of Internet for shopping purposes in the structural model are lower in the group less advanced Internet users.

Keywords: e-commerce; online shopping; technology acceptance model; structural equation modelling (search for similar items in EconPapers)
Date: 2014
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