An empirical study of online shopping: a service perspective
by Xiaoni Zhang, Victor R. Prybutok
International Journal of Services Technology and Management (IJSTM), Vol. 5, No. 1, 2004

Abstract: This paper employs the Technology Acceptance Model and the Theory of Reasoned Action to better address consumers' online behaviour, and investigates the appropriateness of several hypotheses. We propose including web design, risk and perceived service quality in the TAM model in an effort to adapt it to an online shopping environment. A survey was developed and structural equation modelling was used to validate the research models. A revised model suggesting additional paths from service to web design and from service to perceived usefulness of online shopping is proposed and tested. The findings support the importance of service in an online shopping environment. Service affects not only customer loyalty, but also perceived usefulness of online shopping. As a result, e-commerce sites should consider service when being designed.

Online publication date: Mon, 10-May-2004

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