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This paper addresses why users accept the e-commerce website and how user's two important beliefs PU and PEOU are affected by the Website quality. In this study, we also introduce perceived playfulness as a new factor that reflects the user's intrinsic belief in user acceptance of e-commerce Website. A survey of 356 users was conducted to test our model. Information quality of e-commerce website is...
This paper attempts to develop a theoretical acceptance model for e-commerce Web site. Key factors impacting e-commerce acceptance are identified from a detailed literature review. The final model is then cast in a structural equation modeling framework comprising ten variables: Web site quality, perceived ease of use, perceived usefulness, perceived playfulness, trust, perceived risk, subjective...
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