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Using the Technology Acceptance Model to Explore Online Shopping Behavior: Online Experiences as a Moderator

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2 Author(s)
Pei Wen Liao ; Dept. of Appl. Technol. & Human Resource Dev., Nat. Taiwan Normal Univ., Taipei, Taiwan ; Jun Yi Hsieh

This study examines the causal relationship of perceived ease of use, perceived usefulness, attitude, trust, behavior intention and actual behavior, which occur online shopping with the moderating effects of online experience. An estimated model discusses building an effective relationship with online shoppers. The survey was conducted with 600 undergraduates in Taiwan. Structural equation modeling was employed to validate the measures and confirm the hypothesized model. All variables have significant and positive impact, and online experiences moderate the causal relationship.

Published in:

Management and Service Science (MASS), 2010 International Conference on

Date of Conference:

24-26 Aug. 2010

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