Customers' Beliefs Behind Business-to-Consumer Electronic Commerce
AbstractWith 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.
Copyright (c) 1969 Nena Lim
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