Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model

Derived from the theory of reasoned action, the technology acceptance model (TAM) focuses on two specific salient beliefs – ease of use and usefulness. It has been applied in the study of user adoption of different technologies, and has emerged as a reliable and robust model. However, this has not discouraged researchers from incorporating additional constructs to the original model in their quest for increased predictive power. Here, an attempt is made in the context of explaining consumer intention to use on-line shopping. Besides ease of use and usefulness, compatibility, privacy, security, normative beliefs, and self-efficacy are included in an augmented TAM. A test of this model, with data collected from 281 consumers, shows support for seven of nine research hypotheses. Specifically, compatibility, usefulness, ease of use, and security were found to be significant predictors of attitude towards on-line shopping, but privacy was not. Further, intention to use on-line shopping was strongly influenced by attitude toward on-line shopping, normative beliefs, and self-efficacy.