The Technology Acceptance Model

Abstract

This chapter examines the factors affecting consumer purchasing behavior in Internet shopping. Multiple group analysis and structural equation modeling were applied to investigate whether the existing model of Consumer Acceptance of Virtual Stores is able to identify those factors in Japan and South Korea. The results of online questionnaires completed by 1,111 Japanese online customers and by 998 Korean online customers revealed that the model failed. Therefore, localized models for Japan and South Korea were developed. According to the localized models, perceived trust is the most important factor affecting purchasing behavior of Japanese customers. In South Korea, purchasing behavior is highly related to perceived usefulness and perceived service quality. These differences in the ways that online customers of different nationalities perceive purchasing through the Internet will yield insights that can help e-commerce vendors increase the number of customers in different world market segments.