Journals Proceedings

Abstract

E-commerce proved its importance as a reliable and viable channel of conducting business and consumer transactions. Researchers suggest the application and extension of the technology acceptance model (TAM) in different business and IS environements. In E-commerce, the TAM has been applied both in its original form and as an extended model in order to better understand online consumer behavior. However the instruments used did not include items that were balanced between the proess and the outcome of the onine shopping behavior. In this study, we develop and test instruments for an E-commerce specific extended TAM. These instrumets balance between items measuring procees satisfaction and outcome satisfaction, in addition to the original TAM constructs, namely perceived usefulness and perceived ease of use. The study instruments proved to have reliability, convergent, discriminant and factorial validity.