Extension of the technology acceptance model in electronic commerce.

摘要

Electronic-commerce has become an important channel for conducting business. Researchers as well as market executives are trying to better understand online consumer behavior. One model used by researchers to understand behavior in the information systems field in general is the technology acceptance model (TAM). The TAM variables are perceived usefulness, perceived ease of use, and intentions. In this study, the TAM was applied in the E-commerce field. The original TAM was extended, by adding four predictor variables. The four predictor variables were process satisfaction, outcome satisfaction, expectations, and E-commerce use. In addition, the TAM was extended by measuring actual behavior as opposed to measuring intentions as a substitute for actual behavior in previous TAM application studies. E-commerce actual use was measured in terms of four criterion variables. The four criterion variables were purchase, access number, access total time, and access average time. A free simulation was carried out for two months. Subjects were able to access the study music selling website and order CDs online. The study results show that the extended TAM explains E-commerce actual behavior better than the original TAM. In addition, out of the study predictor variables, outcome satisfaction had the highest relative predictive importance when explaining E-commerce use in terms of purchase. However, when explaining E-commerce use in terms of access number, access total time, and access average time, the predictor variable process satisfaction had the highest relative predictive importance.