Measuring Consumer Shopping Oriented Web Site Success: A Motivation-Based Model

摘要

The Technology Acceptance Model (TAM) has been widely used since the late 1980s to explain users' acceptance and use of information technology (Keil et al., 1995). In particular, perceived usefulness and perceived ease of use have been demonstrated to be valid predictors of individual's acceptance of organizational information systems or information technologies (Adams et al., 1992, Davis, 1989, Doll et al., 1998). Recently TAM has been applied to understanding web information systems usage (Venkatesh, 2000, Moon and Kim, 2000, Koufaris, 2002, Hackbarth et al., 2003). However, applying the TAM to web information systems requires a number of adaptations since web users may have numerous goals. For example, web users utilize the web for a range of activities including general browsing (82.6%), entertainment (56.6%), work (50.9%) and shopping (10.5%) ( c.f., http://www.cc.gatech.edu/ gvu/user_surveys/papers/survey_3_paper.pdf ). Thus, unlike traditional organizational information systems, web systems are used for a variety of activities including both work and pleasure. Because of this, the use of perceived usefulness and perceived ease of use are not likely the only motivating factors behind web information system use (Moon and Kim, 2001). Recent research has extended the TAM model by including intrinsic motivating factors to take into account a wider and more realistic assessment of users' goals (Venkatesh, 2000, Moon and Kim, 2000, Koufaris, 2002, Hackbarth et al., 2003). We propose a new updated model that takes into account intrinsic and extrinsic motivating factors and also provides additional dimensions of web site success that shed light on the perceived usefulness of these systems. Thus, the purpose of this research is to develop and test a consumer shopping based web information system success model that can be used to assess web site success or web site adoption intent.