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Individual Characteristics Affecting User's Intention to Use Internet Shopping Mall  

Suh, Chang-Kyo (경북대학교 경영학부)
Seong, Seok-Ju (경북대학교 대학원 경영학과)
Publication Information
Asia pacific journal of information systems / v.14, no.3, 2004 , pp. 1-22 More about this Journal
Abstract
Technology acceptance model(TAM) has been widely used to predict the end-user's acceptance of a new IT/IS. We used TAM as a theoretical foundation to explain user's intention to use an Internet shopping mall. The theoretical model is tested with the questionnaires from 308 users of an Internet shopping mall. Results show that several individual characteristics such as Internet skills and self-efficacy have a significant impact on user's perception of usefulness and ease of use. Results also show that both perceived enjoyment and perceived usefulness of Internet shopping mall strongly predict intention to use the Internet shopping mall. However, perceived ease of use has no direct influence on intention to use the Internet shopping mall. Personal innovativeness and Internet skills also have a positive effect on perceived enjoyment. Therefore, Internet shopping mall managers have to consider intrinsic motivational factor(enjoyment) as well as extrinsic motivational factor(usefulness). In addition, individual characteristics should be emphasized to form the positive beliefs about using the Internet shopping mall.
Keywords
Internet Shopping Mall; Individual Characteristics; TAM;
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