Extending the Technology Acceptance Model Extending the Technology Acceptance Model and the Task and the Task-Technology Fit Model to Technology Fit Model to Consumer E Consumer E- -Commerce Commerce

The proliferation of business -to-consumer e-commerce activities has created a need to understand how and why people participate in e -commerce. This study treats consumer e-commerce as a technology adoption process and evaluates the suitability of two popular adoption models. This research supports the use of the technology acceptance model (TAM) to predict online shopping activity, both the intention to shop online and actual purchases. Two minor alterations are made to the traditional use of TAM—perceived ease of use is not linked to perceived usefulness, and perceived usefulness is directly linked to actual use. This research also finds that the task-technology fit (TTF) model is a valuable addition to TAM for online shopping tasks. A web-based survey of 263 undergraduates was used.

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