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Measuring the Acceptance of Internet Technology by Consumers

Measuring the Acceptance of Internet Technology by Consumers
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Author(s): Donald L. Amoroso (Kennesaw State University, USA) and Scott Hunsinger (Appalachian State University, USA)
Copyright: 2009
Volume: 1
Issue: 3
Pages: 34
Source title: International Journal of E-Adoption (IJEA)
Editor(s)-in-Chief: Sushil Sharma (Ball State University, USA) and Hayden Wimmer (Georgia Southern University, USA)
DOI: 10.4018/jea.2009092903

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Abstract

This research reviews studies using the Technology Acceptance Model (TAM) to create a modified model and instrument to study the acceptance of Internet technology by consumers. We developed a modified TAM for the acceptance of Internet-based technologies by consumers. We retained the original constructs from the TAM and included additional constructs from previous literature including gender, experience, complexity, and voluntariness. We developed a survey instrument using existing scales from prior TAM instruments and modified them where appropriate. The instrument yielded respectable reliability and construct validity. The findings suggest that the modified TAM is a good predictor of consumer behavior in using the Internet. We found that attitude toward using the Internet acts as a strong predictor of behavioral intention to use, and actual usage of Internet technologies. Future researchers can use the resultant instrument to test how consumers adopt and accept Internet-based applications.

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