The impact of Web quality and playfulness on user acceptance of online retailing

  • Authors:
  • Tony Ahn;Seewon Ryu;Ingoo Han

  • Affiliations:
  • Graduate School of Management, Korea Advanced Institute of Science and Technology, 207-43 Cheongryangri-Dong, Dongdaemun-Gu, Seoul 130-012, Republic of Korea;Department of Healthcare Management, Inje Institute of Advanced Studies, Republic of Korea;Graduate School of Management, Korea Advanced Institute of Science and Technology, 207-43 Cheongryangri-Dong, Dongdaemun-Gu, Seoul 130-012, Republic of Korea

  • Venue:
  • Information and Management
  • Year:
  • 2007

Quantified Score

Hi-index 0.01

Visualization

Abstract

We investigated the effect of playfulness on user acceptance of online retailing and tested the relationship between Web quality factors and user acceptance behavior. A survey of 942 users of Web-based online retailing was conducted to test our model. The results showed that playfulness plays an important role in enhancing user attitude and behavioral intention to use a site. We also found that Web quality, categorized into system, information, and service quality, had a significant impact on the perceived ease of use, playfulness, and usefulness, and consequently, that it encouraged website use in the context of online retailing. Our study thus provided a balanced and integrative framework for determining Web quality. It enhanced our knowledge of the effect of playfulness, which should help Web practitioners and researchers better understand user behavior in Web-based online retailing.