The Role of Experience on Consumer E-Commerce

Recent studies suggest that e-shopping appears to be well modeled by technology adoption models, particularly the Technology Acceptance Model (TAM). However, e-commerce is fast maturing, and many customers have moved beyond adoption and have become experienced. As e-commerce grows and consumers build experience, it is becoming imperative to develop a better understanding of the role of experience on e-shoppers. This study examines the role of experience on consumers’ intentions to purchase online and their perceptions of usefulness. The model showed a good fit (X=3.96, df=2, X/df=1.98, p=0.14, AGFI=0.97) and a particularly strong prediction of intention to shop (r=.70). Experience has both direct and indirect effects on intention to use and moderating effects on antecedents to intention such as perceived usefulness, playfulness, and self efficacy.