Experience Moderation Effect On The Relationship Be - tween Usefulness , Ease Of Use And Website Acceptance

The modelling of acceptance behaviour of new information technologies is of great utility to managers who need to evaluate the probability of success in the introduction of these technologies. The present study empirically tests the capacity of Fishbein and Ajzen ́s Theory of Reasoned Action (TRA) (1975) and Davis ́s Technology Acceptance Model (TAM) (1989) to help understand the determinants of the intention to revisit a website – ease of use and perceived usefulness – focusing on the experience moderation effect. The findings show that a combination of both theories explains the acceptance of a website by Internet users. Furthermore, within the effect of each of the elements of TAM, the user’s experience of the website plays a moderating role. In this regard, ease of use is a more important factor in determining a furure revisit to a website in the case of the less experienced users, while perceived usefulness is a more influential factor in the case of the high experience users.