信任对电子购物采用的影响——一个新兴市场背景

IF 4.1 Q2 BUSINESS
Irfan Butt, B. Mukerji, M. Shareef, J. Ahmed, S. Huda
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引用次数: 6

摘要

摘要本研究调查了技术接受模型(TAM)在理解发展中国家消费者对电子购物的采用方面的适用性。对巴基斯坦大学生进行了在线调查。多元线性回归显示,感知易用性、信任、感知有用性和购物体验会影响消费者对电子购物的态度,强调TAM的适用性。这项研究通过在国家形象方面纳入信任,进一步扩展了TAM,表明信任对从特定国家购买的意愿影响最大。此外,这些国家之间的信任程度差异最大,与发展中国家的网站相比,巴基斯坦消费者最有可能信任发达国家的网站,而对本国网站的信任程度最低。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Effect of Trust on e-Shopping Adoption – An Emerging Market Context
Abstract This study investigates the applicability of the technology acceptance model (TAM) for understanding consumer adoption of e-shopping within a developing country. Online surveys with Pakistani college students were conducted. Multiple linear regression revealed that perceived ease of use, trust, perceived usefulness, and shopping experience influence consumers’ attitudes toward e-shopping, emphasizing the applicability of TAM. This study further expands the TAM by incorporating trust in terms of country image, showing that trust has the most significant impact on the intention to purchase from a particular country. Moreover, the levels of trust vary most significantly between these countries, whereby Pakistani consumers are most likely to trust websites originating in developed countries, compared to those from developing countries, and trust websites belonging to their own country the least.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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