Technology acceptance model in e-commerce segment

Open access


Consumer behaviour analysis is a key aspect for the success of e-business. The main objective of the study is to analyse the impact of selected user experience factors on e-commerce web site visiting (technology). The objective of the study is to create a model that will explain the impact of each major factor on the user experience and the re-visit of the e-shop. To explain the use of e-commerce technology, in the second part we have modified the original technology acceptance model (TAM) with other constructs. Specifically, there are modern technologies such as social networks or mobile apps that affect the use of e-shops. The TAM model is one of the most used models of what the system uses to identify the perceived usefulness and perceived simplicity of use from the user’ side. For the main advantage of our study, we consider that we have highlighted the importance of the factor of modern technology and therefore of social networks, mobile applications and contextual advertising. This factor, along with the other two factors, has been incorporated into our model and has shown that modern technologies have a direct impact and are therefore directly related to the frequency using the e-commerce websites.

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Journal Information

CiteScore 2017: 0.45

SCImago Journal Rank (SJR) 2017: 0.169
Source Normalized Impact per Paper (SNIP) 2017: 0.436


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