Exploring the Consumers' Acceptance of Electronic Retailing Using Technology Acceptance Model
Year: 2015
Type: article
Study design: Observational Study
Abstract: Following the approach of Pavlou (2003), we investigate key drivers for consumers` electronic retailing (e-tailing) acceptance that are integrated into TAM (technology acceptance model).TAM is one of the better known models for explaining the intention to use technology and it integrates two perceptions: usefulness and ease of use.Th e main purpose of this paper is to explore the relationship between perceived ease of use and perceived usefulness in accepting e-tailing among Croatian consumers.In particular, the focus of the paper is on the areas which infl uenced customer commitment and loyalty in e-tailing.Th e results of the quantitative study among Croatian consumers show that electronic retailing, e.g.purchasing via the Internet, would enhance consumers` eff ectiveness in getting product information and their eff ectiveness in purchasing products.
Authors: Sanda Renko, Daniel Popović
Institutions: University of Zagreb, Ekonomski fakultet - Zagreb
Language: Croatian
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W581134396