Volume 2

Volume 2, Number 1

May 18, 2009

16 pages791 K bytes

Analysis of the Factors that Influence Online Purchasing

Donald L. Amoroso
Kennesaw State University
Kennesaw, GA 30144, USA

D. Scott Hunsinger
Appalachian State University
Boone, NC 28608-2037, USA

Abstract: This paper reviews recent studies related to the Technology Acceptance Model (TAM) in order to derive an extended model that examines online purchasing by consumers. Our model expands the original TAM by including additional constructs including privacy, trust, perceived risk, e-satisfaction, and e-loyalty. We surveyed over 1,850 consumers in the United States and Australia using an instrument that yielded respectable reliability and validity. The findings suggest that our expanded model serves as a very good predictor of consumers’ online purchasing behaviors. The linear regression model shows a substantial amount of variance explained for Behavioral Intention (R2 = .637). We also discover interesting but unexpected results that provide the need for future research. This paper adds to our understanding of the factors influencing online purchasing. Future researchers can refine our model and instrument to further explain consumers’ acceptance of Internet-based applications.

Keywords: TAM, technology acceptance model, online purchasing, privacy, trust, perceived risk, e-satisfaction, e-loyalty

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Recommended Citation: Amoroso and Hunsinger (2009). Analysis of the Factors that Influence Online Purchasing. Journal of Information Systems Applied Research, 2 (1). http://jisar.org/2/1/. ISSN: 1946-1836. (A preliminary version appears in The Proceedings of CONISAR 2008: §3123.)