Abstract
This study integrates Technology Acceptance Model (TAM) and flow theory to explore the relationship among online consumers' internal and external perceptive factors, and intention to return. This study examines the online consumers from Taiwan's biggest B to C website, and questionnaire-based empirical study is used to collect data. There are 1254 valid surveys and structure equation model (SEM) is used to test the research model. We conclude that: (1) Both TAM and flow theory can be successfully integrated to explain online consumer behaviors. (2) TAM perceptive factors (perceived usefulness, perceived ease of use) are positively associated with internal perceptive factors of flow theory (perceived control, perceived enjoyment). (3) Perceived enjoyment of flow theory also has positive impact on intention to return, and perceived usefulness of TAM is positively associated with intention to return. (4) Finally, we build a best-fitted model for online consumer behavior.
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.
