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Model for Understanding Consumer Adoption of Online Technologies

Model for Understanding Consumer Adoption of Online Technologies

Donald L. Amoroso, Scott Hunsinger
Copyright: © 2011 |Pages: 29
ISBN13: 9781609605971|ISBN10: 1609605977|EISBN13: 9781609605988
DOI: 10.4018/978-1-60960-597-1.ch010
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MLA

Amoroso, Donald L., and Scott Hunsinger. "Model for Understanding Consumer Adoption of Online Technologies." E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects, edited by Sushil K. Sharma, IGI Global, 2011, pp. 190-218. https://doi.org/10.4018/978-1-60960-597-1.ch010

APA

Amoroso, D. L. & Hunsinger, S. (2011). Model for Understanding Consumer Adoption of Online Technologies. In S. Sharma (Ed.), E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects (pp. 190-218). IGI Global. https://doi.org/10.4018/978-1-60960-597-1.ch010

Chicago

Amoroso, Donald L., and Scott Hunsinger. "Model for Understanding Consumer Adoption of Online Technologies." In E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects, edited by Sushil K. Sharma, 190-218. Hershey, PA: IGI Global, 2011. https://doi.org/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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