Understanding Consumers' Acceptance of Online Purchasing

Abstract

This paper examines previous Technology Acceptance Model (TAM)-related studies in order to provide an expanded model that explains consumers ’ acceptance of online purchasing. Our model provides extensions to the original TAM by including constructs such as social influence and voluntariness; it also examines the impact of external variables including trust, privacy, risk, and e-loyalty. We surveyed consumers in the United States and Australia. Our findings suggest that our expanded model serves as a very good predictor of consumers ’ online purchasing behaviors. The linear regression model shows a re-spectable amount of variance explained for Behavioral Intention (R 2 =.627). Suggestions are provided for the practitioner and ideas are presented for future research.