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

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.