期刊刊名：全球商業經營管理學報 　 卷期：5期

篇名出版日期：2013年9月1日

作者：Tsai Cheng-Hung, Ontoeva Irina

語言：English

關鍵字：Technology acceptance model, Online shopping, Trust, Attitude, Behavioral intention,科技接受模式,線上購物,信任,態度,行為意圖

被點閱次數：10次

閱讀時間：82sec

摘要：
The purpose of this study was to investigate consumers’ online shopping behavior, as well as the factors influencing on their attitude toward online shopping and their effect on their intention toward online shopping. This paper therefore proposes a framework to increase researchers’ understanding of consumers’ attitudes toward online shopping and their intention to shop on the Internet. The framework uses the constructs of the Technology Acceptance Model (TAM) as a basis, extended by exogenous factors and applies it to the online shopping context.The study investigates the causal relationships among these constructs used in this revised TAM and identifies the causal role of the constructs in developing the intention to shop online. According to the analysis of 114 samples in Taiwan and Russia, the results support all hypotheses in this study. Perceived ease of use, perceived usefulness, trust and attitude has been found to be the important predictors toward online shopping intention and actual behavior.

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