Factors Affecting Behavior Intentions to Adopt Electronic Shopping on the World Wide Web: A Structural Equation Modeling Approach

Abstract

Searching for and purchasing personal goods and services on the Internet, termed hereafter as “Web shopping,” has seen tremendous growth over the past 2-3 years. With the advent of the Internet and accompanying technologies such as broader bandwidth modems, more robust browsers and multimedia, growth for Web shopping should explode, sustained only by consumers’ perceptions of this new market channel and their subsequent adoption behavior based on these perceptions. Surprisingly, little research has empirically tested an adoption model to this technology to determine critical factors that may influence adoption decisions at the consumer level.