Business Excellence, Vol. 9 No. 1, 2015.
Preliminary communication
EXPLORING THE CONSUMERS’ ACCEPTANCE OF ELECTRONIC RETAILING USING TECHNOLOGY ACCEPTANCE MODEL
Sanda Renko
; Faculty of Economics and Business, University of Zagreb
Daniel Popović
Abstract
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.
Keywords
technology acceptance model (TAM); electronic retailing (e-tailing); Croatia
Hrčak ID:
139866
URI
Publication date:
15.6.2015.
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