Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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An Empirical Study on Electronic-Store Acceptance: A Case of e-Book Store

전자상점 수용모형에 관한 실증적 연구: 전자서점의 사례를 중심으로

  • 윤철호 (광운대학교 경영정보학과) ;
  • 김상훈 (광운대학교 경영정보학과)
  • Published : 2004.03.31
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Abstract

This paper focused on developing and empirically testing an EAM(Electronic-Store Acceptance Model), By basing upon Davis' TAM(Technology Acceptance Model) and reflecting the characteristics of EC(Electronic Commerce), the EAM was proposed. This EAM could be regarded as a revised and extended TAM in the EC area. The theoretical rationale of this model was as following: 1) Though Davis' TAM was proposed a powerful tool to explain and predict usage of Information Technology, nowadays, TAM variables(perceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance. 2) In the e-commerce and e-business studies, trust has been emerging as a potentially important antecedent of IT adoption. A famous internet book store was chosen to empirically test the EAM. In order to evaluate reliability and validity of instrument, and validate the research model, SEM(Structured equation model) analysis was conducted. The results showed that perceived usefulness and trust significantly influenced e-Store Acceptance but perceived ease of use did not have significant influence on e-Store Acceptance.

Keywords

References

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