Predicting greek internet user's intentions to use online shopping: empirical evidence using an extended technology acceptance model
Authors: Giovanis, Apostolos 
Issue Date: 1-Jan-2011
Conference: 4th Annual EuroMed Conference of the EuroMed Academy of Business "Business Research Challenges in a Turbulent Era", 20-21 October 2011 Crete, Greece 
Book: 4th Annual EuroMed Conference of the EuroMed Academy of Business: Conference Readings Book Proceedings 
Keywords: E-commerce in Greece, Adoption intentions, Technology acceptance model, Innovation diffusion, Perceived risk
Abstract: 
This study develops and validates an extended model to predict internet users’ intentions to buy online using a Business-to-Consumer (B2C) e-commerce platform, based on the Technology Acceptance Model (TAM). TAM has been introduced and applied as a reliable and robust model for predicting users’ adoption determinants of different technologies. However, researchers usually integrate additional constructs to the original model in order to improve its predictive power. Hence, in the proposed model, in addition to ease of use and usefulness, compatibility with the technology, an element of Innovation Diffusion Theory (IDT), and perceived risk are also proposed to be considered as determinants of customers’ attitudes and intentions toward on-line shopping acceptance. The model was validated using data collected from 931 internet users and analyzed using Partial Least Squares Path Modeling technique (PLS-PM). The results provided substantial support for all the proposed hypotheses and showed the significance of the extended constructs. The implications of the results to both researchers and practitioners are discussed at the end of the paper.
ISBN: 978-9963-711-01-7
URI: https://uniwacris.uniwa.gr/handle/3000/2551
Type: Conference Paper
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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