An empirical study on predicting user acceptance of e-shopping on the Web

This study develops an extended model to predict consumer acceptance of electronic-shopping (e-shopping) based on the theory of reasoned action (TRA) and the technology acceptance model (TAM). Our model was tested using data collected from 212 questionnaires and analyzed using multiple regression. The results show that individual attitudes toward e-shopping are strongly and positively correlated with user acceptance. The empirical results confirmed that perceived ease of use of trading on-line (PEOUT) and perceived usefulness (PU) significantly determine individual attitudes toward e-shopping, as well as confirming the significant effect of perceived ease of use of the Web on PEOUT, which in turn affects PU. However, PU was not found to affect user acceptance significantly. Additionally, user satisfaction with the Internet/WWW and perceptions of information, system and service were shown to affect user acceptance significantly. Overall, the proposed model could be used to predict consumer willingness to shop on the Web.

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