Sensory Enabling Technology Acceptance Model (SE-TAM):A Multiple-Group Structural Model Comparison

摘要

Sensory enabling technology (SET) can deliver product informationthat is similar to the information obtained from direct productexamination, thus reducing product risk. In addition, the inter-activity and customer involvement created by sensory enablingtechnologies can enhance the entertainment value of the onlineshopping experience. The proposed model examined this dual roleof sensory experience enablers in the online soft goods shoppingprocess for three types of sensory enabling technologies that arewidely applied in online retail sites. The results provided empiricalsupport for perceived usefulness and perceived entertainment valueas strong predictors of consumers' attitudes toward using all three ofthe sensory enabling technologies tested in this study. The impactof perceived ease of use differed by technology. Attitudes towardusing sensory enabling technologies had a significant impact on theactual use of all three SETs; however, the impact of technology anxi-ety and innovativeness on the use of SET also appeared to differ bytechnology. Virtual try-on played a strong hedonic role, increasingthe entertainment value of the online shopping process, whereas 2Dviews (larger view and alternate views) showed a strong functionalrole. The 3D rotation view served both functional and hedonic roles.The results indicate that each sensory enabling technology makes a unique contribution to online shopping—either by reducing productrisk perceptions or by increasing perceived entertainment value.