The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses

Purpose – The impact of web site interactivity on e‐commerce has been emphasized in industry and empirical literature. The purpose of this paper is to focus on image interactivity technology (IIT) of a web site and apply the technology acceptance model (TAM) to examine factors influencing consumers' attitude toward an online retailer.Design/methodology/approach – Data were collected from 206 respondents using a between‐subject experimental design and were analyzed using LISREL 8.54 to examine a proposed model.Findings – Results of the present study support the positive effect of web site IIT on attitude and behavioral intention toward the online retailer and show TAM aspects help explain the effects of IIT on consumer responses. All three aspects of TAM, perceived usefulness, perceived ease of use and perceived enjoyment, significantly enhanced consumer attitude and behavioral intention towards an online retailer. Hedonic shopping orientation had a significant effect on one aspect of TAM (perceived enjoym...

[1]  A. Fiore,et al.  An integrative framework capturing experiential and utilitarian shopping experience , 2007 .

[2]  A. Fiore,et al.  For fun and profit: Hedonic value from image interactivity and responses toward an online store , 2005 .

[3]  A. Fiore,et al.  Effect of image interactivity technology on consumer responses toward the online retailer , 2005 .

[4]  Mark E. Hoffman,et al.  Computer literacy: what students know and from whom they learned it , 2005, SIGCSE '05.

[5]  Leo R. Vijayasarathy,et al.  Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model , 2004, Inf. Manag..

[6]  Tibert Verhagen,et al.  Online store image: conceptual foundations and empirical measurement , 2004, Inf. Manag..

[7]  Lei-da Chen,et al.  Technology Adaptation in E-Commerce: Key Determinants of Virtual Stores Acceptance , 2004 .

[8]  K. Ruyter,et al.  What drives consumers to shop online? A literature review , 2004 .

[9]  R. Laczniak,et al.  Consumer adoption of the Internet: The case of apparel shopping , 2003 .

[10]  Lisa R. Klein.  Creating virtual product experiences: The role of telepresence , 2003 .

[11]  Leon A. Kappelman,et al.  Standard user interface in e-commerce sites , 2003, Ind. Manag. Data Syst..

[12]  Ann E. Schlosser.  Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions , 2003 .

[13]  Melinda Korzaan,et al.  Going with the Flow: Predicting Online Purchase Intentions , 2003, J. Comput. Inf. Syst..

[14]  Chang Liu,et al.  Technology acceptance model for wireless Internet , 2003, Internet Res..

[15]  Scott M. Smith,et al.  Why people (don't) shop online: A lifestyle study of the internet consumer , 2003 .

[16]  Dietram A. Scheufele,et al.  Exploring motivations for consumer Web use and their implications for e‐commerce , 2003 .

[17]  Tino Fenech,et al.  Web retailing adoption: exploring the nature of internet users Web retailing behaviour , 2003 .

[18]  Ann Marie Fiore,et al.  Influence of image interactivity on approach responses towards an online retailer , 2003, Internet Res..

[19]  K. Reynolds,et al.  Hedonic shopping motivations , 2003 .

[20]  Youn-Kyung Kim.  Consumer value: an application to mall and Internet shopping , 2002 .

[21]  C. Mathwick.  Understanding the online consumer: A typology of online relational norms and behavior , 2002 .

[22]  Hairong Li,et al.  Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence , 2002 .

[23]  Lei-da Chen,et al.  Enticing online consumers: an extended technology acceptance perspective , 2002, Inf. Manag..

[24]  Fatemeh Zahedi,et al.  The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach , 2002, Inf. Syst. Res..

[25]  Rajiv Kohli,et al.  Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics , 2002, Inf. Syst. Res..

[26]  Marios Koufaris,et al.  Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior , 2002, Inf. Syst. Res..

[27]  Christine M. Page,et al.  Web equity: a framework for building consumer value in online companies , 2002 .

[28]  Jonathan W. Palmer,et al.  Web Site Usability, Design, and Performance Metrics , 2002, Inf. Syst. Res..

[29]  Viswanath Venkatesh,et al.  Assessing a Firm's Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability , 2002, Inf. Syst. Res..

[30]  Don Miller,et al.  Computer Literacy: Implications for Teaching a College-Level Course , 2002, J. Inf. Syst. Educ..

[31]  Rolph E. Anderson,et al.  Customer loyalty in e-commerce: an exploration of its antecedents and consequences , 2002 .

[32]  Terry L. Childers,et al.  HEDONIC AND UTILITARIAN MOTIVATIONS FOR ONLINE RETAIL SHOPPING BEHAVIOR , 2001 .

[33]  R. Zajonc.  Mere Exposure: A Gateway to the Subliminal , 2001 .

[34]  E. Thorson,et al.  The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites , 2001 .

[35]  Mary Ann Eastlick,et al.  An online prepurchase intentions model: The role of intention to search , 2001 .

[36]  Hairong Li,et al.  Characteristics of virtual experience in electronic commerce: A protocol analysis , 2001 .

[37]  Young-Gul Kim,et al.  Extending the TAM for a World-Wide-Web context , 2000, Inf. Manag..

[38]  Patrick Y. K. Chau,et al.  Influence of Computer Attitude and Self-Efficacy on IT Usage Behavior , 2001, J. Organ. End User Comput..

[39]  Mark B. Kolesar,et al.  A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research , 2000, Internet Res..

[40]  Detmar W. Straub,et al.  The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption , 2000, J. Assoc. Inf. Syst..

[41]  Judy Chuan-Chuan Lin,et al.  Towards an understanding of the behavioural intention to use a web site , 2000, Int. J. Inf. Manag..

[42]  Viswanath Venkatesh,et al.  Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior , 2000, MIS Q..

[43]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[44]  Laku Chidambaram,et al.  A test of the technology acceptance model: the case of cellular telephone adoption , 2000, Proceedings of the 33rd Annual Hawaii International Conference on System Sciences.

[45]  Godwin J. Udo,et al.  Effective commercial web site design: an empirical study , 2000, Proceedings of the 2000 IEEE Engineering Management Society. EMS - 2000 (Cat. No.00CH37139).

[46]  Martha G. Russell,et al.  The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior , 2006, J. Comput. Mediat. Commun..

[47]  Gerald L. Lohse,et al.  Internet retail store design: How the user interface influences traffic and sales , 2006, J. Comput. Mediat. Commun..

[48]  George Balabanis,et al.  Some Attitudinal Predictors of Home-Shopping through the Internet , 1999 .

[49]  Viswanath Venkatesh,et al.  Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation , 1999, MIS Q..

[50]  Detmar W. Straub,et al.  The psychological origins of perceived usefulness and ease-of-use , 1999, Inf. Manag..

[51]  Ritu Agarwal,et al.  Are Individual Differences Germane to the Acceptance of New Information Technologies , 1999 .

[52]  Thompson S. H. Teo,et al.  Intrinsic and extrinsic motivation in Internet usage , 1999 .

[53]  Efraim Turban,et al.  Determinants of successful Website design: relative importance and recommendations for effectiveness , 1999, Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers.

[54]  Kirk L. Wakefield,et al.  Excitement at the mall: Determinants and effects on shopping response , 1998 .

[55]  John Eighmey,et al.  Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web , 1998 .

[56]  B. Byrne.  Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic Concepts, Applications, and Programming , 1998 .

[57]  Wenyu Dou,et al.  Interactive functions and their impacts on the appeal of internet presence sites , 1998 .

[58]  Detmar W. Straub,et al.  Gender Differences in the Perception and Use of E-Mail: An Extension to the Technology Acceptance Model , 1997, MIS Q..

[59]  Ritu Agarwal,et al.  The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies , 1997 .

[60]  J. Liker,et al.  User acceptance of expert systems: a test of the theory of reasoned action , 1997 .

[61]  Peter A. Todd,et al.  Consumer Reactions to Electronic Shopping on the World Wide Web , 1996, Int. J. Electron. Commer..

[62]  Fred D. Davis,et al.  A Model of the Antecedents of Perceived Ease of Use: Development and Test† , 1996 .

[63]  Patrick Y. K. Chau,et al.  An Empirical Assessment of a Modified Technology Acceptance Model , 1996, J. Manag. Inf. Syst..

[64]  Fred D. Davis,et al.  A critical assessment of potential measurement biases in the technology acceptance model: three experiments , 1996, Int. J. Hum. Comput. Stud..

[65]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[66]  C. Ogan,et al.  The Internet as Mass Medium , 1996, J. Comput. Mediat. Commun..

[67]  John V. Pavlik,et al.  New Media Technology: Cultural and Commercial Perspectives , 1996 .

[68]  R. Watson,et al.  THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM , 1996 .

[69]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[70]  William R. Darden,et al.  Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value , 1994 .

[71]  J. Webster,et al.  The Dimensionality and Correlates of Flow in Human-Computer Interactions. , 1993 .

[72]  Fred D. Davis.  User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts , 1993, Int. J. Man Mach. Stud..

[73]  Jonathan Steuer,et al.  Defining virtual reality: dimensions determining telepresence , 1992 .

[74]  Fred D. Davis,et al.  Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1 , 1992 .

[75]  Gordon C. Bruner,et al.  Marketing Scales Handbook: A Compilation of Multi-Item Measures , 1992 .

[76]  Peter A. Todd,et al.  Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication , 1992, MIS Q..

[77]  Kenneth C. Gehrt,et al.  An exploratory assessment of catalog shopping orientations: The Existence of Convenience and Recreational Segments , 1992 .

[78]  Kieran Mathieson,et al.  Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior , 1991, Inf. Syst. Res..

[79]  Soyeon Shim,et al.  Consumer intention to utilize electronic shopping , 1990 .

[80]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[81]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[82]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[83]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[84]  J. Hair.  Multivariate data analysis , 1972 .

[85]  G. Balabanis,et al.  Consumer Attitudes Towards Multi-Channel Retailers' Web Sites: The Role of Involvement, Brand Attitude, Internet Knowledge, and Visit Duration , 1970, Journal of Business Strategies.

[86]  E. Rogers,et al.  Diffusion of Innovations , 1964 .

[87]  L. Cronbach,et al.  Construct validity in psychological tests. , 1955, Psychological bulletin.

[88]  L. Cronbach.  Coefficient alpha and the internal structure of tests , 1951 .