A Model for Adoption of Online Shopping: A Perceived Characteristics of Web as a Shopping Channel View

Although online shopping is becoming a vital part of commerce, it is unclear what factors contribute to its acceptance by consumer. This research builds a model for analyzing antecedent factors affecting consumer's attitude towards online shopping. Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) are the theoretical foundation in this paper. Key perceived characteristics of the web as a shopping channel are chosen to add into the model. The chosen characteristics of the web are Web site quality, perceived risk, trust and enjoyment. Finally, a modified Technology Acceptance Model combined with Innovation Diffusion Theory which can analyze consumer's adoption of online shopping from a web shopping channel view has formed.