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Perceived Compatibility and the Adoption of B2C E-Commerce by Non-buyers

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Part of the Communications in Computer and Information Science book series (CCIS,volume 112)

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).

Keywords

  • Partial Little Square
  • Behavioral Intention
  • Technology Acceptance Model
  • Shop Online
  • Perceive Usefulness

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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

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  • DOI: https://doi.org/10.1007/978-3-642-16324-1_20

  • Publisher Name: Springer, Berlin, Heidelberg

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