Welcome to the InfoSci Platform
Reference Hub13
E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model

E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model

Amresh Kumar, Pallab Sikdar, Md. Moddassir Alam
Copyright: © 2016 |Volume: 12 |Issue: 3 |Pages: 24
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781466689381|DOI: 10.4018/IJEBR.2016070104
Cite Article Cite Article

MLA

Kumar, Amresh, et al. "E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model." IJEBR vol.12, no.3 2016: pp.44-67. http://doi.org/10.4018/IJEBR.2016070104

APA

Kumar, A., Sikdar, P., & Alam, M. M. (2016). E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model. International Journal of E-Business Research (IJEBR), 12(3), 44-67. http://doi.org/10.4018/IJEBR.2016070104

Chicago

Kumar, Amresh, Pallab Sikdar, and Md. Moddassir Alam. "E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model," International Journal of E-Business Research (IJEBR) 12, no.3: 44-67. http://doi.org/10.4018/IJEBR.2016070104

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

A five factor e-shopping adoption model grounded upon TAM and an additional dimension of ‘Trust' has been tested through Confirmatory Factor Analysis (CFA). For testing the hypothesized relations as part of the conceptual model, Structural Equation Modeling (SEM) has been employed. A structured instrument has been administered as part of survey to 600 eligible respondents comprising of online shoppers. A total of 539 shoppers spread across national zones, age and gender groups constituted the final sample. Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust, Intention to Use (ITU) and Attitude towards Use (ATU) are reliable and valid factors predicting e-shopping adoption. PU and PEOU along with Trust bear significant causation towards ATU. ATU serves as strong predictor of ITU, while PEOU determines PU as well. Further, ATU partially mediates PU and ITU relationship. Present study highlights the applicability of modified TAM framework in predicting the inclination of emerging market consumers to embrace online shopping mediums scantly represented in extant literature.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.