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The Technology Acceptance Model: A “Localized” Version to Predict Purchasing Behavior in Internet Shopping

The Technology Acceptance Model: A “Localized” Version to Predict Purchasing Behavior in Internet Shopping
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Author(s): Kanokwan Atchariyachanvanich (Matsuyama University, Japan), Hitoshi Okada (National Institute of Informatics, Japan) and Shiro Uesugi (Matsuyama University, Japan)
Copyright: 2012
Pages: 17
Source title: Inter-Organizational Information Systems and Business Management: Theories for Researchers
Source Author(s)/Editor(s): Kishor Vaidya (University of Canberra, Australia & Southern Queensland University, Australia)
DOI: 10.4018/978-1-60960-768-5.ch015



This chapter examines the factors affecting consumer purchasing behavior in Internet shopping. Multiple group analysis and structural equation modeling were applied to investigate whether the existing model of Consumer Acceptance of Virtual Stores is able to identify those factors in Japan and South Korea. The results of online questionnaires completed by 1,111 Japanese online customers and by 998 Korean online customers revealed that the model failed. Therefore, localized models for Japan and South Korea were developed. According to the localized models, perceived trust is the most important factor affecting purchasing behavior of Japanese customers. In South Korea, purchasing behavior is highly related to perceived usefulness and perceived service quality. These differences in the ways that online customers of different nationalities perceive purchasing through the Internet will yield insights that can help e-commerce vendors increase the number of customers in different world market segments.

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