Web retailing adoption

Exploring the nature of internet users Web retailing behaviour

Aron O'Cass*, Tino Fenech

*Corresponding author for this work

Research output: Contribution to journalArticle

369 Citations (Scopus)

Abstract

The interaction of consumers and marketers within the Web environment, particularly for retailing/purchasing is a growing area of importance. This paper focuses on examining Internet users adoption of the Web for retail usage. It uses the Technology Acceptance Model Davis (Int. J. Man-Mach. Studies 38 (1993) 475) as a theoretical foundation to explore adoption of this technology for retail usage. The study also adds what are argued to be key consumer characteristics such as Opinion Leadership, Impulsiveness, Web Shopping Compatibility, Internet Self-Efficacy, Perceived Web Security, Satisfaction with web sites, and Shopping Orientation to understand the adoption of Web retailing by Internet users'. A Web based survey was developed and administered, yielding 392 responses. The findings indicate that TAM is a valid theoretical framework to understand users adoption of the Web for retail purposes. Also Internet users' perceived usefulness and perceived ease of use were effected differentially by Opinion Leadership, Web Shopping Compatibility, Internet Self-Efficacy, Perceived Web Security, Impulsiveness, Satisfaction with web sites, and Shopping Orientation.

Original languageEnglish
Pages (from-to)81-94
Number of pages14
JournalJournal of Retailing and Consumer Services
Volume10
Issue number2
DOIs
Publication statusPublished - Mar 2003
Externally publishedYes

Keywords

  • Internet
  • Technology acceptance model
  • Web retailing

Fingerprint Dive into the research topics of 'Web retailing adoption: Exploring the nature of internet users Web retailing behaviour'. Together they form a unique fingerprint.

  • Cite this