Naslov
Exploring the consumers' acceptance of electronic retailing using technology acceptance model

Autori
Renko, Sanda ; Popović, Daniel

Izvornik
Poslovna izvrsnost (1846-3355) 9 (2015), 1; 29-41

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
model prihvaćanja tehnologije (TAM); elektronička maloprodaja (e-tailing); Hrvatska
(technology acceptance model (TAM); electronic retailing (e-tailing); Croatia)

Sažetak
Following the approach of Pavlou (2003), we investigate key drivers for consumers` electronic retailing (e-tailing) acceptance that are integrated into TAM (technology acceptance model). TAM is one of the better known models for explaining the intention to use technology and it integrates two perceptions: usefulness and ease of use. The main purpose of this paper is to explore the relationship between perceived ease of use and perceived usefulness in accepting e-tailing among Croatian consumers. In particular, the focus of the paper is on the areas which influenced customer commitment and loyalty in e-tailing. The results of the quantitative study among Croatian consumers show that electronic retailing, e.g. purchasing via the Internet, would enhance consumers` effectiveness in getting product information and their effectiveness in purchasing products.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA