Customers' Beliefs Behind Business-to-Consumer Electronic Commerce

  • Nena Lim
Keywords: ecommerce, perception, technology acceptance model, TAM


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.
How to Cite
Lim, N. (1). Customers’ Beliefs Behind Business-to-Consumer Electronic Commerce. Australasian Journal of Information Systems, 9(1).
Research Articles