Abstract

Recently the active progress being made in the social movement for activating Internet economy while the usage of internet is increasing dramatically among the main group of consumption, women. This study used 'New Technology Model' of Davis(1989) including anxiety variable to propose a new e-commerce acceptance model with the object of understanding the characteristics of women internet users which will be followed by building a solid foundation of active e-commerce. The new model was verified by the group of internet users in both sex to examine the existence of sex difference in the external variables which has a influence to latent variable of model. Both of online and offline methods using Internet and survey were used to 911 Internet users. New models were adequate for both of male and female user groups in accordance with general fit indices from LISREL analysis. It explained us well the attitude, intention and actual usage of e-commerce depended on usefulness, easiness and anxiety toward e-commerce. Unlike male user group, female user group didn't have significant connection between intention and actual usage because of higher perception of anxiety induced by contact-less environment of e-commerce. Based upon the result of research, we proposed supporting elements to increase the purchase in the cyberspace as well as limits and subjects in future research.