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Factors affecting adoption of product virtualization technology for online consumer electronics shopping

Factors affecting adoption of product virtualization technology for online consumer electronics... Purpose – The purpose of this paper is to investigate the factors affecting the adoption of product virtualization technology (PVT) for online shopping small consumer electronics by applying a modified electronic technology acceptance model (e‐TAM) and tested model invariance male/female shoppers in the overall adoption process. Design/methodology/approach – Online surveys are completed by a US national panel of online shoppers. The data are analyzed using single‐ and multiple‐group structural equation modelling. Findings – The results provide empirical support for e‐TAM in the context of PVT acceptance for online small consumer electronics shopping. In addition, two external constructs – technology anxiety (TA) and innovativeness (INN) – show significant influences on the beliefs (perceived usefulness, ease‐of‐use and entertainment value). There is no significant gender difference in the overall adoption process of PVT. Research limitations/implications – More specific consumer characteristics such as time‐consciousness, opinion leadership or age differences under different categories may be useful to investigate. Practical implications – PVT may provide a valuable tool that online retailers can use to enhance their consumers' purchase behaviour, either by reducing the perceived risk through better online product evaluation or by enhancing consumers' enjoyment of the shopping process on their web site by increasing the number of unique and repeat traffic visitors to the site and ultimately establish an online competitive advantage. Originality/value – Inclusion of TA and INN in e‐TAM for PVT acceptance and the equivalence test of the hypothesized model across gender make the research unique, adding to the explanatory and predictive power of the e‐TAM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Factors affecting adoption of product virtualization technology for online consumer electronics shopping

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590551011027122
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate the factors affecting the adoption of product virtualization technology (PVT) for online shopping small consumer electronics by applying a modified electronic technology acceptance model (e‐TAM) and tested model invariance male/female shoppers in the overall adoption process. Design/methodology/approach – Online surveys are completed by a US national panel of online shoppers. The data are analyzed using single‐ and multiple‐group structural equation modelling. Findings – The results provide empirical support for e‐TAM in the context of PVT acceptance for online small consumer electronics shopping. In addition, two external constructs – technology anxiety (TA) and innovativeness (INN) – show significant influences on the beliefs (perceived usefulness, ease‐of‐use and entertainment value). There is no significant gender difference in the overall adoption process of PVT. Research limitations/implications – More specific consumer characteristics such as time‐consciousness, opinion leadership or age differences under different categories may be useful to investigate. Practical implications – PVT may provide a valuable tool that online retailers can use to enhance their consumers' purchase behaviour, either by reducing the perceived risk through better online product evaluation or by enhancing consumers' enjoyment of the shopping process on their web site by increasing the number of unique and repeat traffic visitors to the site and ultimately establish an online competitive advantage. Originality/value – Inclusion of TA and INN in e‐TAM for PVT acceptance and the equivalence test of the hypothesized model across gender make the research unique, adding to the explanatory and predictive power of the e‐TAM.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: Mar 16, 2010

Keywords: Electronic commerce; Consumer behaviour; Internet shopping; Electrical goods

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