Prethodno priopćenje

EXPLORING THE CONSUMERS’ ACCEPTANCE OF ELECTRONIC RETAILING USING TECHNOLOGY ACCEPTANCE MODEL

Sanda Renko ; Sveučilište u Zagrebu, Ekonomski fakultet
Daniel Popović

Sažetak

Following the approach of Pavlou (2003), we investigate key drivers for consumers` electronic retailing (e-tailing) acceptance that are integrated into TAM (technology acceptance model). TAM is one of the better known models for explaining the intention to use technology and it integrates two perceptions: usefulness and ease of use. The main purpose of this paper is to explore the relationship between perceived ease of use and perceived usefulness in accepting e-tailing among Croatian consumers. In particular, the focus of the paper is on the areas which infl uenced customer commitment and loyalty in e-tailing. The results of the quantitative study among Croatian consumers show that electronic retailing, e.g. purchasing via the Internet, would enhance consumers` effectiveness in getting product information and their effectiveness in purchasing products.

Ključne riječi

technology acceptance model (TAM); electronic retailing (e-tailing); Croatia

Hrčak ID:

139866

URI

https://hrcak.srce.hr/139866

Datum izdavanja:

15.6.2015.

Podaci na drugim jezicima: hrvatski

Posjeta: 4.478 *