Abstract
The acceptance of e-commerce among consumers has stimulated the rise of virtual stores. Increasing traditional retailers or people who do not have sufficient capital for maintaining a brick-and-mortar store have considered using virtual stores to reach global market. In the e-commerce literature, there has been rich research evidence concerning consumers’ acceptance of virtual stores. However, rigorous academic research on retailers’ acceptance of virtual stores is relatively scarce today. This study draws upon the theory of planned behavior and information richness theory to propose an integrated theoretical model. A field survey is used to collect data from e-tailers. The data are analyzed to examine the six relationships posited in the research model. Findings of this study provide a further research avenue for e-commerce, and implications for those who are managing or considering using virtual stores.
Highlights
The Internet has become an important channel for companies to offer direct sales to their customers
The structural equation modeling (SEM) approach is applied using LISREL 8.80 to examine the overall fit of the model, the explanatory power of research model and the relative strengths of the individual causal path
The effects of product offerings and information richness on perceived usefulness were both acceptable with path coefficients of 0.44 (p < 0.001) and 0.49 (p < 0.01), respectively
Summary
The Internet has become an important channel for companies to offer direct sales to their customers. Organize and communicate information in a more efficient way enables firms to conduct business over the Internet. This type of business is referred to as e-business. Rapidly growing, and highly competitive characteristics, e-commerce promises new avenues for the creation of wealth (Amit & Zott, 2001). E-commerce has emerged as possibly the most representative distribution channel in a wide range of industry such as airline, commodity retailing, etc. One of the most visible business uses of the Internet is consumer retailing
Sign-in/Register to view highlights & summary 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 callMore From: Knowledge Management & E-Learning: An International Journal
Disclaimer: 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.
