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Model for Understanding Consumer Adoption of Online Technologies

Model for Understanding Consumer Adoption of Online Technologies
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Author(s): Donald L. Amoroso (Kennesaw State University, USA) and Scott Hunsinger (Appalachian State University, USA)
Copyright: 2011
Pages: 29
Source title: E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects
Source Author(s)/Editor(s): Sushil K. Sharma (Ball State University, USA)
DOI: 10.4018/978-1-60960-597-1.ch010

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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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