Acceptance of e-commerce services: the case of electronic brokerages

Authors:
A. Bhattacherjee
Affiliations:
Sch. of Accounting & Inf. Manage., Arizona State Univ., Tempe, AZ
Venue:
IEEE Transactions on Systems, Man, and Cybernetics, Part A: Systems and Humans
Year:
2000

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Abstract

This paper examines human motivations underlying individual acceptance of business-to-consumer (B2C) electronic commerce services. Such acceptance is the key to the survival of firms in this intensely competitive industry. A modified theory of planned behavior (TPB) is used to hypothesize a model of e-commerce service acceptance, which is then tested using a field survey of 172 e-brokerage users. We found TPB was useful in explaining e-commerce service acceptance, however, acceptance motivations were significantly different from that of typical IS products. Based on a broader conceptualization of TPB's subjective norm to include both external (mass-media) and interpersonal influences, we report that subjective norm is an important predictor of e-commerce acceptance, behavioral control has minimal impact on e-commerce acceptance, and external influence is a significant determinant of subjective norm. Implications of these findings in light of e-commerce research and practice are discussed