Applying Theory Of Perceived Risk And Technology Acceptance Model In The Online Shopping Channel

Jingwen Huang

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Privacy, Security, and Data Protection

Abstract

As the advancement of technology, online shopping channel develops rapidly in recent years. According to the report of Taiwan Network Information Center, there are almost eighty percents of internet population shopping in online channel. Synthesizing insights from the previous research, this study develops the conceptual model to integrate Theory of Perceived Risk (TPR) and Technology Acceptance Model (TAM) to apply in online shopping. Using data collected from 637 respondents from online survey website, we use structural equation modeling to test measurement and structural models. The results suggest the need for consideration of perceived risk as an antecedent in the Technology Acceptance Model. The limitations and implications are discussed.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1986Self-Reports in Organizational Research: Problems and Prospects 2003Trust and TAM in Online Shopping: An Integrated Model1 1985The economic institutions of capitalism firms, markets, relational contracting 1985A technology acceptance model for empirically testing new end-user information systems : theory and results

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