Customers' Beliefs Behind Business-to-Consumer Electronic Commerce

Nena Lim

Abstract


With the rising importance of electronic commerce, it is important for researchers and company executives to understand customers' beliefs behind online shopping behaviour. This proposed study extends the technology acceptance model (TAM) to test the influence of experience, self-efficacy, perceived risk, and social influence on customers' acceptance of the business-to consumer (b2c) e-commerce.

Keywords


ecommerce; perception; technology acceptance model; TAM

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DOI: http://dx.doi.org/10.3127/ajis.v9i1.229

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ISSN: Online: 1326-2238 Hard copy: 1449-8618
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