A TAM Approach toward Online Shopping: Using Personality as the Moderator

Abstract

Rapid growth in global electronic commerce (e-commerce) markets, e-marketers attempt to gain business competitive advantage by creating e-channels to interact with customers. Internet marketing is one of the most important electronic marketing tools for enhancing customer attraction, delivering service and executing transactions. E-service quality is amongst a firm’s competitive capabilities that lead to business performance. Delivering the quality of e-service has been shown to be an important strategy for marketers who try to differentiate their service offerings by establishing customer value and satisfying customer needs. This study integrates to e-shopping and personality traits into a technology acceptance model (TAM) to examine consumer acceptance of e-shopping behavior of Taiwanese consumer experience. A structural equation modeling reveals that e-service quality determines perceptions of ease of use, usefulness, which in turn influence consumer’s intention to e-shopping. In addition, the moderating effects of personality traits have positive significant moderate the relationship among e-service quality, perceived ease of use, and intention to e-shopping. Interestingly, perceived ease of use plays an important role as a mediating effect on perceived usefulness through e-service quality. Therefore, this study provides useful concepts for e-taliers to understand web site attributes influence consumer perceptions of online shopping context.