Abstract

Recently, the number of web users is increasing very rapidly, and understanding the consumer behavior on electronic commerce becomes an important issue. The object of the present study is fourfold: (1) to test the Technology Acceptance Model(Davis, 1989) in the e-commerce environment, which explains attitude toward system use and intention of using the system in terms of perceived usefulness and perceived ease of use, (2) to propose and test the E-commerce Acceptance Model which includes 'perceived anxiety' variable in addition to the two variables (3) to explore external variables which affect perceived usefulness, perceived ease of use and perceived anxiety (4) to compare e-commerce users with non-users in this model. 911 web users participated in both off-line and on-line surveys. The results of this study support the Technology Acceptance Model applied in e-commerce environment. They also demonstrate that perceived anxiety relates to the attitude toward e-commerce and intention of using e-commerce, which results in supporting the validity of the E-commerce Acceptance Model proposed in this study. The theoretical as well as practical implications of these findings, limitations of this study, and the direction of future research are discussed.