Factors affecting adoption of product virtualization technology for online consumer electronics shopping

Purpose – The purpose of this paper is to investigate the factors affecting the adoption of product virtualization technology (PVT) for online shopping small consumer electronics by applying a modified electronic technology acceptance model (e‐TAM) and tested model invariance male/female shoppers in the overall adoption process.Design/methodology/approach – Online surveys are completed by a US national panel of online shoppers. The data are analyzed using single‐ and multiple‐group structural equation modelling.Findings – The results provide empirical support for e‐TAM in the context of PVT acceptance for online small consumer electronics shopping. In addition, two external constructs – technology anxiety (TA) and innovativeness (INN) – show significant influences on the beliefs (perceived usefulness, ease‐of‐use and entertainment value). There is no significant gender difference in the overall adoption process of PVT.Research limitations/implications – More specific consumer characteristics such as time‐...

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