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TAM or Just Plain Habit: A Look at Experienced Online Shoppers
Abstract
According to the Technology Acceptance Model (TAM), behavioral intentions to use a new IT are primarily the product of a rational analysis of its desirable perceived outcomes, namely perceived usefulness (PU) and perceived ease of use (PEOU). But what happens with the continued use of an IT among experienced users? Does habit also kick in as a major factor or is continued use only the product of its desirable outcomes? This study examines this question in the context of experienced online shoppers. The data show that, as hypothesized, online shoppers’ intentions to continue using a website that they last bought at depend not only on PU and PEOU, but also on habit. In fact, habit alone can explain a large proportion of the variance of continued use of a website. Moreover, the explained variance indicates that habit may also be a major predictor of PU and PEOU among experienced shoppers. Implications are discussed.
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Cited by
Online customer experience in e-retailing: An empirical model of antecedents and outcomes
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012) · Journal of Retailing · doi:10.1016/j.jretai.2012.03.001 · Cited by 1,131
Modelling technology acceptance in education: A study of pre-service teachers
Teo, T. (2009) · Computers & Education · doi:10.1016/j.compedu.2008.08.006 · Cited by 1,009
The effect of web interface features on consumer online purchase intentions
Hausman, A. V., & Siekpe, J. S. (2009) · Journal of Business Research · doi:10.1016/j.jbusres.2008.01.018 · Cited by 981
Yang, S., Lu, Y., Gupta, S., Cao, Y., & Zhang, R. (2012) · Computers in Human Behavior · doi:10.1016/j.chb.2011.08.019 · Cited by 679
Polites, G. L., & Karahanna, E. (2012) · MIS Quarterly · doi:10.25300/misq/2012/36.1.02 · Cited by 215
Metadata
- Authors
- Gefen, D.
- Venue
- Journal of Organizational and End User Computing
- Publisher
- IGI Global
- Published
- 2003-07-01
- Volume
- 15
- Issue
- 3
- Pages
- 1-13
- ISSN
- 1546-2234 (ISSN-L)
- 1546-5012
- OpenAlex
- W2036949601
- Cited by
- 438
- References
- 0
- FWCI
- 22.13
- Type
- journal article
- Language
- ng
- Open access
- closed
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- Gefen, D. (2003). TAM or Just Plain Habit: A Look at Experienced Online Shoppers. Journal of Organizational and End User Computing. https://doi.org/10.4018/joeuc.2003070101
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