Factors affecting behavioral intentions to adopt electronic shopping on the world wide web: a structural equation modeling approach

• Authors: Bay Arinze;Christopher Ruth
• Venue: Managing web usage in the workplace
• Year: 2002

Searching for and purchasing personal goods and services on the Internet, termed hereafter as "Web shopping," has seen tremendous growth over the past 2-3 years. With the advent of the Internet and accompanying technologies such as broader bandwidth modems, more robust browsers and multimedia, growth for Web shopping should explode, sustained only by consumers' perceptions of this new market channel and their subsequent adoption behavior based on these perceptions. Surprisingly, little research has empirically tested an adoption model to this technology to determine critical factors that may influence adoption decisions at the consumer level.The technology acceptance model (TAM) enjoys a rich base of academic acceptance. This paper uses TAM, while adding technology-specific constructs, developed and validated from prior research. Structural Equation modeling and confirmatory factor analysis were employed to test reliability, validity, and relationships of the constructs. Where prior research exists, comparisons of findings were made.The results showed that an augmented TAM as described produced measurement and structural models with adequate fits. High construct validities were observed. Three distinct aspects of Internet shopping (browsing, ordering, paying) all revealed good model fits (all superior to TAM alone). In addition, the attitudinal factors of perceived usefulness, intrinsic motivation and perceived information privacy played a significant role in the model. Interestingly, perceived ease of use, system quality and social pressure showed only indirect effects toward usage. Computer experience, age and education showed no effects.