Title: Implications for e-commerce: the influence of math and computer confidence on computer self-efficacy

Authors: R. Franklin Morris, Jr., Evelyn H. Thrasher

Addresses: School of Business Administration, The Citadel, 171 Moultrie Street, Charleston, SC 29409, USA. ' Gordon Ford College of Business, Western Kentucky University, 1906 College Heights Blvd., Bowling Green, KY 42101, USA

Abstract: Businesses are becoming increasingly reliant on computers and technology to support rapidly growing electronic marketing and retailing efforts. In such an environment, the need to understand the factors that affect an individual|s ability to use technology effectively continues to be of great concern for both researchers and practitioners. This study examines the influence of two factors, math confidence and computer confidence, on the formation of computer self-efficacy (CSE). Structural equation modelling (SEM) is used to test four hypotheses. The results suggest that both math confidence and computer confidence have a direct effect on CSE, while computer confidence partially mediates the relationship between math confidence and CSE. Implications of these findings are discussed. This study extends prior research on CSE by examining the link between math confidence and CSE, a relationship previously unexplored in the literature.

Keywords: e-commerce; computer use; technology use; computer self-efficacy; computer confidence; mathematical confidence; structural equation modelling; SEM; electronic commerce.

DOI: 10.1504/IJEMR.2010.030505

International Journal of Electronic Marketing and Retailing, 2010 Vol.3 No.1, pp.15 - 37

Published online: 20 Dec 2009 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article