How do internet surfers become online buyers? An integrative model of e-commerce acceptance

摘要

The present study attempts to analyse the factors that determine e-commerce adoption by final consumers. In particular, following Taylor and Todd's approach (Taylor, S. and Todd, PA., 1995 understanding information technology usage: a test of competing models. Information Systems Research, 6(2), 144-176), an overall adoption model of internet shopping is propounded, which includes the most relevant approaches in e-commerce adoption literature: the theory of planned behaviour and the technology acceptance model. The proposed theoretical model is applied on two different samples: one composed of internet users with no previous experience of virtual shopping, and another formed by subjects that have already made online transactions previously. The results obtained reveal that for both groups the attitude towards e-commerce, influence from a relevant third party and perceived usefulness in the system constitute the main direct determinants of the intention of virtual commerce adoption. Perceived behavioural control does not affect, on the contrary, the intention to shop on the internet in the future.