Abstract
For e-commerce designers and human–computer interaction researchers, electronic commerce (e-commerce) systems adoption factors and the moderating effects of gender are important topics. Even though there are research endeavors to explain e-commerce systems adoption, one of the main questions to be answered is regarding the normative and affective factors based on the theory of reasoned action and self-determination theory. In this paper, social norms, perceived enjoyment, and their relationships to intention to adopt an e-commerce system are tested ( n = 322). Furthermore, the moderating effects of gender are tested based on the sociolinguistic literature. As expected, the influence of social norms is stronger in the female group while the influence of enjoyment is stronger in the male group. Theoretical and practical implications of these findings are discussed in the paper.
Sign-in/Register to access full text options 
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.
