Consumer acceptance of virtual store

Ng, Jin Guan (2007) Consumer acceptance of virtual store. Masters thesis, Universiti Malaysia Sabah.


Download (11MB) | Preview


It is vital for E-Commerce operators to understand the motive for consumer to shop online. Virtual store is one form of technology acceptance behavior, understanding what determined the consumer to accept the virtual store is important for E-Commerce operators. This study examines the determinants of consumer acceptance of virtual store. A theoretical model is developed based on Technology Acceptance Model and Innovation Diffusion Theory in order to explain the consumer intention to use the virtual store. A total of 122 usable sample data collected from online forum members were used to test the proposed research model. LISREL 8.72 and SPSS 12.0 were used to compute the data analysis result. Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model, and the structural equation modeling (SEM) techniques was used to evaluate the causal model. The theoretical model is found valid and reliable. The implication of the study for practitioners is discussed. The study confirms that variables such as perceived ease of use, perceived usefulness and compatibility have a significant effect on the consumer acceptance of virtual store.

Item Type: Thesis (Masters)
Uncontrolled Keywords: technology acceptance model, innovation diffusion theory, structural equation modeling
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 04 Aug 2014 00:37
Last Modified: 30 Oct 2017 02:25

Actions (login required)

View Item View Item