Abstract
This paper analyses the factors that lead Internet users to becoming online shoppers. In particular, assuming that Internet is an innovation affecting the way individuals shop, a model of electronic commerce adoption is proposed that adds personal innovativeness to the traditional formulation of the Theory of Planned Behaviour. The theoretical model proposed is tested on a sample of Web users with no experience in online shopping. The results denote that electronic commerce acceptance is determined by attitudes to the system, subjective norm and personal innovativeness in the domain of information technology. Moreover, we find that personal innovativeness has a moderating effect on the acceptance of electronic commerce.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
