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Influence of Users’ Perceived Compatibility and Their Prior Experience on B2C e-Commerce Acceptance

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Electronic Business and Marketing

Part of the book series: Studies in Computational Intelligence ((SCI,volume 484))

Abstract

This paper analyses the factors that determine the adoption of electronic commerce by consumers, examining the influence of two variables that have rarely been studied in the field of online purchasing: users’ perceived compatibility with e-commerce and their prior experience of online purchasing. With this aim, we consider the Technology Acceptance Model -TAM- [1,2] as a reference framework. The research sample is divided between those Internet users that have never purchased on the Internet and those that have already purchased online in the past. The results obtained support that perceived compatibility has a positive influence on attitudes towards e-commerce and on perceived usefulness and on ease of use of online purchasing for Internet users with and without prior experience with online transactions. Additionally, the results obtained show off that experience with e-commerce has a moderator effect both on the causal relationships included in the TAM and the influence of perceived compatibility.

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Authors and Affiliations

  1. Department of Business Administration, Faculty of Economics, University of Cantabria, Avda. de los Castros, s/n, 39005, Santander, Spain

    Ángel Herrero Crespo, Ma Mar García de los Salmones Sánchez & Ignacio Rodríguez del Bosque

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  1. Ángel Herrero Crespo
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  2. Ma Mar García de los Salmones Sánchez
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  3. Ignacio Rodríguez del Bosque
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Correspondence to Ángel Herrero Crespo .

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Editors and Affiliations

  1. Technology, Advanced Institute of Industrial, Higashi-Oi 1-10-40, Tokyo, 140-0011, Japan

    Tokuro Matsuo

  2. Universidad Carlos III de Madrid, Av. Universidad 30, Leganés, 28911, Spain

    Ricardo Colomo-Palacios

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Crespo, Á.H., de los Salmones Sánchez, M.M.G., del Bosque, I.R. (2013). Influence of Users’ Perceived Compatibility and Their Prior Experience on B2C e-Commerce Acceptance. In: Matsuo, T., Colomo-Palacios, R. (eds) Electronic Business and Marketing. Studies in Computational Intelligence, vol 484. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-37932-1_8

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  • DOI: https://doi.org/10.1007/978-3-642-37932-1_8

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