Abstract
The purpose of this article is to study the factors which affect the intention to buy online for users who have never made any prior purchase using the electronic channel, with special focus to the role of perceived compatibility. To do so, an adoption model for e-commerce was proposed on the basis of the Technology Adoption Model (TAM) and the Innovations Diffusion Theory (IDT). In order to validate the model, data gathered amongst Spanish consumers who had no experience using e-commerce, were analyzed using the partial least squares (PLS) method. The results have demonstrated the importance of perceived compatibility as a significant factor to foster non-buyers’ adoption of electronic business-to-consumer e-commerce (eB2C).
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Lin, H.F.: Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, Intelligent agents in e-services 6(4), 433–442 (Winter 2007)
Lööf, A., Seybert, H.: Internet usage in 2009 – Households and Individuals. (46) (2008), Data in focus, Eurostat (online resource), http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-QA-09-046/EN/KS-QA-09-046-EN.PDF (search date: 02-09-2010)
Instituto Nacional de Estadística (National Statistics Institute). New Communication and Information Technologies. Survey on the Equipment and Use of Information and Communication Technologies (ICT-H) in Households. National Statistics Institute (2008)
Chang, M.K., Cheung, W., Lai, V.S.: Literature derived reference models for the adoption of online shopping. Information & Management 42, 543–559 (2005)
Li, N., Zhang, P.: What Makes Customers Shop Online? In: Fjermestad, J., Romano Jr., N.C. (eds.) Electronic Customer Relationship Management. Advances in Information Management Systems, vol. 3, pp. 149–176. M.E. Sharpe, Armonk (2006)
Lim, N.: Customers’ Beliefs Behind Business-to-Consumer Electronic Commerce. AJIS 9(1), 70–78 (2001)
Shim, S., Eastlick, M.A., Lotz, S.L., Warrington, P.: An online prepurchase intentions model: The role of intention to search. Journal of Retailing 77, 397–416 (2001)
Davis, F.D.: A technology acceptance model for empirically testing new end-user information systems: theory and results. Doctoral dissertation, Sloan School of Management. Massachusetts Institute of Technology (1986)
Davis, F.D.: Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 13(3), 319–340 (1989)
Davis, F.D., Bagozzi, R.P., Warshaw, P.R.: User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science 35(8), 982 (1989)
Ajzen, I., Fishbein, M.: Understanding attitudes and predicting social behavior. Prentice-Hall, Englewood Cliffs (1980)
Fishbein, M., Ajzen, I.: Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading (1975)
Gentry, L., Calantone, R.: A comparison of three models to explain Shop-bot use on the web. Psychology and Marketing 19(11), 945–956 (2002)
Pavlou, P.A.: Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce 7(3), 69–103 (2003)
Venkatesh, V., Davis, F.D.: A model of the antecedents of perceived ease of use: development and test. Decision Sciences 27(3), 181–451 (1996)
Arinze, B., Ruth, C.: Factors affecting behavioral intentions to adopt electronic shopping on the world wide web: a structural equation modeling approach. In: Anandarajan, M., Simmers, C.A. (eds.) Managing Web Usage in the Workplace: A Social, Ethical and Legal Perspective, pp. 107–128. IGI Publishing, Hershey (2002)
Featherman, M.S., Pavlou, P.A.: Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies 59(4), 451–474 (2003); Zhang and Dillon Special Issue on HCI and MIS
Lui, H.K., Jamieson, R.: TRiTAM: A Model for Integrating Trust and Risk Perceptions in Business-to-Consumer Electronic Commerce. In: 16th Bled eCommerce Conference, eTransformation, Bled, Slovenia, June 9–11 (2003)
McCloskey, D.W.: The Importance of Ease of Use, Usefulness, and Trust to Online Consumers: An Examination of the Technology Acceptance Model with Older Consumers. Journal of Organizational and End User Computing 18(3) (2006)
Wu, J.H., Wang, S.C.: What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information & Management 42, 719–729 (2005)
Rogers, E.M.: Diffusion of Innovations, 4th edn. Free Press, New York (1995)
Hansen, T., Beckmann, S.C.: Understanding consumer adoption of online grocery shopping: Results from Denmark and Sweden. In: Kornum, N., Bjerre, M. (eds.) Grocery E-commerce: Consumer Behaviour and Business Strategies, pp. 97–121. Edward Elgar, Cheltenham (2005)
He, Q., Duan, Y., Fu, Z., Li, D.: Factors affecting online e-payment adoption: A company perspective. In: Khosrow-Pour, M. (ed.) Web Technologies for Commerce and Services Online. Advanced Titles in Electronic Commerce Series, vol. 3. Idea Group, Hershey (2007)
Van Slyke, C., Belanger, F., Comunale, C.L.: Factors influencing the adoption of web-based shopping: the impact of trust. ACM SIGMIS Database 35(2), 32–49 (2004)
Vijayasarathy, L.R.: Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management 41, 747–762 (2004)
Gefen, D., Straub, D.W.: A Practical Guide to Factorial Validity Using PLS-Graph: Tutorial and Annotated Example. Communications of the Association for Information Systems 16, 91–109 (2005)
Amato, S., Esposito Vinzi, V., Tenenhaus, M.: A global goodness-of-fit index for PLS structural equation modeling. Oral Communication to PLS Club, HEC School of Management, France (March 24, 2004)
Tenenhaus, M., Esposito Vinzi, V., Chatelin, Y.M., Laurob, C.: PLS path modeling. Computational Statistics & Data Analysis 48(1), 159–205 (2005)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2010 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Hernández-García, Á., Iglesias-Pradas, S., Chaparro-Peláez, J., Pascual-Miguel, F. (2010). Perceived Compatibility and the Adoption of B2C E-Commerce by Non-buyers. In: Lytras, M.D., Ordonez de Pablos, P., Ziderman, A., Roulstone, A., Maurer, H., Imber, J.B. (eds) Organizational, Business, and Technological Aspects of the Knowledge Society. WSKS 2010. Communications in Computer and Information Science, vol 112. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-16324-1_20
Download citation
DOI: https://doi.org/10.1007/978-3-642-16324-1_20
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-16323-4
Online ISBN: 978-3-642-16324-1
eBook Packages: Computer ScienceComputer Science (R0)