Towards an Integrative Model of User Acceptance of E-Commerce Website

This paper addresses why users accept the e-commerce website and how user's two important beliefs PU and PEOU are affected by the Website quality. In this study, we also introduce perceived playfulness as a new factor that reflects the user's intrinsic belief in user acceptance of e-commerce Website. A survey of 356 users was conducted to test our model. Information quality of e-commerce website is an important factor in affecting the user's two beliefs, but system quality and service quality have direct effect on PEOU. Additionally, in terms of predictive power, the model accounts for 57% of the variance in attitude and 60% of the variance in behavioral intention.