An empirical study on the adoption of T-commerce : extending the technology acceptance model

Abstract

As a broadband communication is reaching at home, it allows a television to become an E-Commerce medium which merges video, voice, and transactional data for the television commerce. T-Commerce is understood as an electronically mediated commerce using an interactive television and has emerged as a killer application in the convergence of communication and broadcasting. Thus, research about potential users`` adoption of T-Commerce is meaningful as a prior research for business models and an analysis of consumers. This research intends to build a technology adoption model specific to the T-Commerce and it performs both theoretical and empirical analysis to explain factors that influence the potential users`` adoption of T-Commerce by extending the well-established theory, technology acceptance model(TAM). And this study also aims to compare the factors influencing T-Commerce adoption between experienced and inexperienced users. Seven factors are identified and have affects on the adoption of T-Commerce; perceived ease of use, perceived usefulness, perceived enjoyment, trust, attitude, normative belief from others, subjective norm. The data analysis shows that these variables were good for predicting potential users`` adoption behavior. While perceived usefulness, perceived ease of use, perceived enjoyment, and trust affect experienced users`` attitudes, only perceived usefulness and perceived enjoyment influence inexperienced users`` attitudes. Moreover, factors such as attitude, perceived enjoyment, perceived usefulness, trust, and subjective norm are proven to be important for experienced users`` behavioral intentions to use T-Commerce, whereas, perceived usefulness and subjective norm have significant affects on inexperienced users`` behavioral intentions. Perceived ease of use has a direct influence on perceived usefulness in both groups. Although the factors which influence attitudes and behavioral intentions to use T-Commerce are not same between two...