Technology Acceptance Model Analysis

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Online consumer researchers have mostly implemented the Technology Acceptance Model by Davis (1989) to explain the acceptance of e-commerce (Chen et al., 2002; Moon and Kim, 2001). TAM has been developed by Davis (1989) is one of the most popular research models to predict use and acceptance of information systems and technology by individual users. TAM has been widely studied and verified by different studies that examine the individual technology acceptance behavior in different information systems constructs.
There are two main factors relevant in computer use behaviors in the TAM model; perceived usefulness and perceived ease of use. Davis defines perceived usefulness as the prospective user’s subjective probability that using a specific
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(2004) formulated a framework based on the TAM. The authors affirm that “usefulness is how effective shopping on the Internet is in helping consumers to carry out their task, and ease of use is how easy the Internet as a shopping medium is of use” (pp.108). With the latest adding up of enjoyment construct, they observe that the TAM is apposite to explore online shopping adoption since it incorporates both utilitarian and hedonic aspects. However, the three factors are insufficient to explain consumer online shopping, thus the model was extended to integrate additional extrinsic factors in their research framework such as consumer characteristics, environmental factors, product specifications, prior online shopping experiences, and trust in online shopping. The authors imply that more research has to be effected so as to evaluate the significance of each factor on behavioral intention to shop…show more content…
(2003) argued that online shopping sites which provide functions which assist consumers in making better shopping decisions will be perceived as useful. The same logic was observed in the work of Bisdee (2007) as online shopping sites which are able to provide useful services to consumers and services which are not available through traditional shopping (e.g. comparison between products at a glance) will be perceived as useful by consumers, and thus leads to the development of constructive attitudes toward online shopping. This belief is supported by Childers et al. (2001) whereby their findings suggest that consumers which had positive attitudes toward online shopping were found to perceive online retailers as being useful as online retailers were able to enhance their shopping productivity, effectiveness and

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