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Using the Technology Acceptance Model to Explore Online Shopping

Behavior: Online Experiences as a Moderator

Article · August 2010

DOI: 10.1109/ICMSS.2010.5577039

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SOCIAL BEHAVIOR AND PERSONALITY, 2011, 39(9), 1271-1280
© Society for Personality Research
http://dx.doi.org/10.2224/sbp.2011.39.9.1271

ANTECEDENTS AND MODERATORS OF ONLINE SHOPPING

BEHAVIOR IN UNDERGRADUATE STUDENTS

JUN-YI HSIEH
Taipei Municipal University of Education, Taipei, Taiwan, ROC
PEI-WEN LIAO
National Taiwan Normal University, Taipei, Taiwan, ROC

The online shopping behaviors of 600 undergraduate students in Taiwan were explored
in regard to the influences of perceived ease of use, perceived usefulness, attitude, trust,
behavioral intentions, and actual behavior. The moderating effects of online experience were
taken into account. A model depicting the mechanisms of an effective relationship with online
shoppers was developed and a survey was conducted to gather information. Structural equation
modeling was used to validate the measures developed and test the hypothesized model. All
variables had a significant and positive impact, and experience online had a moderate impact.

Keywords: online shopping, technology acceptance model, online experience.

The Internet has changed how information is communicated and processed.

People use the Internet for different purposes, including communicating with
friends, researching and monitoring online stock prices, trading stock, paying
bills, banking, and shopping. Growing numbers of consumers purchase goods and
services, gather product information, or just to browse online. Online shopping
is the process whereby consumers buy goods or services directly from a seller
in real time, without an intermediary service, over the Internet. Online shopping
environments are, therefore, playing an increasing role in the relationship
between marketers and their consumers (Demangeot & Broderick, 2007).

Jun-Yi Hsieh, Department of Social and Public Affairs, Taipei Municipal University of Education,
Taipei, Taiwan, ROC; Pei-Wen Liao, Department of Applied Technology and Human Resource
Development, National Taiwan Normal University, Taipei, Taiwan, ROC.
Appreciation is due to reviewers including: Bijou Yang Lester, Drexel University, PA, USA, Email:
lesterby@drexel.edu
Please address correspondence and reprint requests to: Pei-Wen Liao, Department of Applied
Technology and Human Resource Development, National Taiwan Normal University, No. 162, Sec.
1, Ho-Ping E. Road, Taipei, Taiwan, ROC. Email: pearl908m015@hotmail.com

1271
1272 ONLINE SHOPPING BEHAVIOR

The interactive nature of the Internet has increased the convenience of

shopping: however, information processing in online shopping environments
has challenged the consumer’s knowledge, experience, and cognitive ability (Li,
2010). For example, consumers purchasing online cannot inspect the service
environment nor can they see or physically inspect the products. There is, thus,
more risk in purchasing from an Internet store than from a physical store (Chiou
& Pan, 2009). Trust has always been an important element in marketing, and is
especially important in e-commerce (Urban, Sultan, & Qualls, 2000). Trustworthy
images of an Internet retailer are very important to consumers when they are
making purchases (Rust, Kannan, & Peng, 2002). Without trust, the efficiency
of exchange on the Internet will be significantly reduced. The behavior of a
customer when shopping online is − for the most part − explains that customer’s
beliefs about the contents of the website and the perceived utilitarian and hedonic
values of the website. When consumers like the perceived utilitarian and hedonic
values of a website, the seller on the Internet will think about strategies such as
ease of use, safety of online shopping, and appearance of the page to increase
the trust and generate a positive attitude in the customer (Babin & Attaway,
2000). However, the amount of time spent online has a significant moderating
effect on the process of online shopping behaviors. We were interested in
determining whether or not a user’s online experience moderates their behavioral
intentions and actual behavior. Thus, our purpose in this study was to explore
the moderating effects of experience on customer’s perceived usefulness, trust,
behavioral intentions, and on actual behavior, using survey data collected from
undergraduate students in Taiwan. Our aim was to increase knowledge of how
and why undergraduate students use online shopping, a topic that few researchers
have investigated to date.

THEORETICAL FRAMEWORK
PERCEIVED EASE OF USE
The link between perceived usefulness and compatibility has been identified
by previous researchers (see e.g., Rogers, 2003). For example, in the technology
acceptance model, causal links as defined in the theory of reasoned action (TRA)
are used to explain individual information technology (IT) acceptance. It is
argued that perceived usefulness (PU) and perceived ease of use (PEOU) of IT
are major determinants of its usage. PU is the extent to which a person believes
that using a particular system will enhance his or her job performance. PEOU
is the degree to which a person believes that using a particular system will cost
little in terms of effort (Davis, 1989). Both PU and PEOU influence consumer
online shopping intentions. Although online shopping has been surmised to have
beneficial outcomes, using an interactive website could prove to be daunting
for some consumers. If this negative perception of the process outweighs the
perceived benefits of purchasing using the Internet (e.g., long download times,
 ONLINE SHOPPING BEHAVIOR 1273
poorly designed formatting), then potential Internet shoppers are likely to
continue purchasing using conventional channels. In other words, if there are
barriers that reduce perceptions of ease of use of Internet shopping, Internet
users may develop a negative attitude toward Internet shopping. We formed the
following hypotheses to test this proposition:
H1: Perceived ease of use will have a positive impact on customer intention to
shop online.
H2: Perceived ease of use will have a positive impact on customer attitudes about
online shopping.

PERCEIVED USEFULNESS
The antecedents of attitude toward websites include consumers’ beliefs in
the availability, design attractiveness, and structure of information on those
websites (Luna, Peracchio, & Juan, 2002; Yilmaz, 2004). Since behavioral
intentions depend on cognitive choice, a potential online shopper can respond
either favorably or unfavorably towards the idea of engaging in online
purchasing. Davis (1989) states that the power to attract online shoppers lies in
the technology’s usability and usefulness, and he defines perceived usefulness
(PU) as the belief that using the application will increase one’s performance.
Researchers have found that PU influences intention to use Internet shopping
(Koufaris, 2002). Venkatesh and Davis (2000) and Moon and Kim (2001) also
reported that PU had a significantly positive influence on trust, attitude, and
behavioral intentions. Hence, we developed the following hypotheses:
H3: Perceived usefulness will have a positive impact on customer intention to
shop online.
H4: Perceived usefulness will have a positive impact on customer attitudes about
online shopping.
H5: Perceived ease of use will have a positive impact on customer behavioral
intentions concerning shopping online.
ATTITUDE
According to the CAB model (Martínez-López, Luna, & Martínez, 2005),
attitudes are compounded by beliefs or cognitions (C), affect (A), and behavior
(B). The CAB model has been found to have validity in explaining online
shopping use when the consumer is highly involved in the Internet experience
of processing persuasive messages. According to the CAB model, it is assumed
that consumers base their beliefs on their accumulated knowledge of some key
attributes of the object. Affect (A) should be formed based on one’s firmly held
beliefs about the object, and will then be followed by behavior (B). Babin,
Darden, and Griffin (1994) found that an enjoyment attitude is a hedonic type
of shopping value as perceived by consumers, and results in emotional arousal,
enjoyment, and playfulness during the shopping process. Based on this concept,
we developed the following hypotheses:
1274 ONLINE SHOPPING BEHAVIOR

H6: Attitude will have a positive impact on customer intention to shop online.
H7: Attitude will have a positive impact on customer behavioral intentions
concerning shopping online.

TRUST
The importance of trust in online shoppers’ satisfaction may be different for
infrequent versus frequent shoppers (Chiou & Pan, 2009). Castelfranchi and Tan
(2002) argued that online shoppers will not engage in a transaction on the Internet
unless their level of perceived trust exceeds a minimum level of acceptability.
Frequent shoppers normally spend more time on the Internet than do infrequent
shoppers and have more understanding of the potential risks (Gefen, Karahanna,
& Straub, 2003; Hoffman, Novak, & Peralta, 1998; Reichheld & Schefter,
2000). Consumers with higher levels of positive affect toward the object tend
to be more favorably disposed toward shopping online and are more likely to
choose this method (Chen & Lee, 2008). If customers perceive service quality
favorably, they will have more confidence in the Internet retailer, and this will
increase their trust of that Internet retailer (Chiou & Pan, 2009). Chaudhuri and
Holbrook (2001) found that brand trust and brand affect are related to customers’
loyalty and behavioral intentions. Trust helps mitigate customers worries about
risk and security and encourages them to participate in online activities (Salo
& Karjaluoto, 2007). Martínez-López et al. (2005) argued that it is extremely
important for online businesses to generate trust and brand equity so that
consumers develop intention to purchase from their websites. Actual behaviors
represent all positive behaviors, such as a willingness to stay, explore, work, and
affiliate in an environment (Bitner, 1992). Therefore, consumers’ attitudes toward
websites, as well as their use of a web system that supports online commercial
exchanges, should have a significant influence on consumers’ trust in a specific
online shopping transaction. Thus, based on the foregoing discussion, we
developed the following hypotheses:
H8: Trust will have a positive impact on customer behavioral intentions
regarding shopping online.
H9: Trust will have a positive impact on customer actual behavior regarding
shopping online.

BEHAVIORAL INTENTIONS
Rational behavior is an actual behavior determined by a person’s behavioral
intention, in the sense that attitudes accurately reflect beliefs, intentions
accurately reflect attitudes, and behaviors accurately reflect intentions (Fishbein
& Ajzen, 1975). Warshaw and Davis (1985) define behavioral intention as
“the degree to which a person has formulated conscious plans to perform, or
not perform, some specified future behavior” (p. 214). This is in line with the
theory of reasoned action (Fishbein & Ajzen, 1975) and its successor the theory
 ONLINE SHOPPING BEHAVIOR 1275
of planned behavior (Ajzen, 1991), in which it is contended that behavioral
intention is a strong predictor of actual behavior. Hartwick and Barki (1994)
also found strong causal relationships between behavioral intentions and actual
behavior. In relation to this, the following hypothesis was developed:
H10: Behavioral intentions will have a positive impact on customer intention to
shop online.

MODERATING EFFECTS OF ONLINE SHOPPING EXPERIENCE

Adams, Weinberg, Masztal, and Surette (2005) claimed that people in a
workplace with a high-speed Internet connection, and also people with more
online shopping experience, were more likely than other people to shop online
at work. Consumers who have experience with e-banking services such as
automatic teller machines and telephone banking were also found to be more
likely to use online banking than were those who do not (Cai, Yang, & Cude,
2008). Therefore, customers with more online shopping experience tend to
choose the Internet as a platform for shopping. Based on these findings, we
developed the following hypotheses:
H11: The level of a customer’s online experience will moderate the influence of
perceived usefulness on behavioral intentions to shop online.
H12: The level of a customer’s online experience will moderate the influence of
trust on behavioral intentions concerning shopping online.
H13: The level of a customer’s online experience will moderate the influence of
trust on actual behavior regarding shopping online.

METHOD

PARTICIPANTS
We studied the online shopping behavior of undergraduates in Taiwan. The
respondents were guaranteed anonymity. With the assistance of a marketing
research firm in Taiwan, we sent questionnaires to 900 students at universities in
Taiwan. Of these, 600 individuals completed and mailed back their questionnaires,
yielding a response rate of 66.67%. Our sampling method was successful in
gathering up a group of responses from individuals with a variety of personal
characteristics representative, in terms of age and gender, of the general
population in Taiwan. Of our respondents 65.5% were female and 34.5 were
male, 45.8% were less than 20 years of age, 42.7% were aged between 21 and
24, and 11.4% were older than 25.

MEASURES
Because the participants were Taiwanese, we carried out a pretest with
30 undergraduates before conducting the formal survey, to confirm that the
questionnaire had no semantic problems. As shown in Table 1, the formal
1276 ONLINE SHOPPING BEHAVIOR

questionnaire consisted of two items about perceived ease of use and perceived
usefulness taken from the study by Wang, Lin, and Luarn (2006), two items about
trust in online shopping taken from the study by Salo and Karjaluoto (2007), two
items about attitude toward the Internet taken from the study by Kempf (1999),
three items about behavioral intentions taken from the study by Kraft, Rise,
Sutton, and Roysamb (2005), one item on actual behavior taken from the study
by Wang (2007), and one item about online experience taken from the study
by Venkatesh, Morris, Davis, and Davis (2003). All questions, except those in
the first section, were measured using a 7-point Likert-type scale (1 = strongly
disagree to 7 = strongly agree).

TABLE 1
OPERATIONAL DEFINITIONS OF VARIABLES, SURVEY ITEMS, AND SOURCE
Variables Survey item Source
Perceived ease 1. Using online shopping would improve the Wang (2003);
of use speed with which I could conduct. Wang, Lin, and
2. Using online shopping would make it easier Luarn (2006)
for me to conduct transactions.
Perceived usefulness 1. The online system provides useful content. Wang (2003);
2. The online system provides sufficient content. Wang, Lin, and
3. The online system makes it easy to find the Luarn (2006)
content required.
Trust 1. This product as shown on the website is reliable. Chen and Lee
2. This website is authentic and dependable in (2008); Salo and
its claims. Karjaluoto (2007)
Attitude 1. I think that purchasing on this website is good. Chen and
2. I think that purchasing on this website is Lee (2008);
enjoyable. Kempf (1999)
Behavioral 1. I am willing to spend more time than I had Chen and
intentions planned on this website. Lee (2008);
2. I am willing to spend more money than had I Kraft, Rise,
planned on this website. Sutton, and
3. I would recommend this website to my friends. Roysamb (2005)
Actual behavior Purchasing products and services using Wang (2007)
online shopping.
Online experience The actual use of online transactions Venkatesh, Morris,
Davis, and Davis
(2003)

ANALYSIS
In addition to descriptive statistics, validity and reliability tests and factor
analysis were carried out for each construct. Structural equation modeling (SEM)
was employed to assess the nomological validity for our theoretical framework
 ONLINE SHOPPING BEHAVIOR 1277
(Kline, 2005; Schumacker & Lomax, 2004). We used maximum likelihood
estimation estimates because our data had no missing values and were continuous
variables with acceptable skewness and kurtosis. Therefore, standard error and
chi-square tests were considered appropriate (Schumacker & Lomax, 2004).

RESULTS AND DISCUSSION

MEASUREMENT RELIABILITY AND VALIDITY

To verify the dimensionality and reliability of the measurement we performed
construct and confirmatory factor analysis, tested for composite reliability, and
calculated Cronbach’s alpha coefficients. The results of these analyses are shown
in Table 2. The results indicated that factor loadings of the research constructs
ranged from 0.72 to 0.95 and Cronbach’s alpha coefficients ranged from 0.822
to 0.993. Composite reliability ranged from 0.813 to 0.933 and item-to-total
correlation coefficients for each research factor were all higher than 0.53.
Therefore, the measurement scales for each construct were found to be reliable
and valid. Thus, the summated scores for each construct were used to test the
hypotheses. The detailed results of factor analysis and reliability test are shown
in Table 2.

TABLE 2
FACTOR ANALYSIS AND RELIABILITY TESTS

Factor Items Factor Composite Item-to-total Cronbach’s

loading reliability correlation 

Perceived ease of use PEU1 .81 .827 .933 .822

PEU2 .87 .912
Perceived usefulness PU1 .71 .813 .825 .807
PU2 .85 .873
PU3 .72 .854
Trust T1 .95 .933 .967 .835
T2 .92 .969
Attitude A1 .90 .891 .950 .993
A2 .89 .951
Behavioral intentions BI1 .91 .894 .930 .891
BI2 .87 .917
BI3 .80 .871

THE PATH ESTIMATE

The results of the path estimate are shown in Figure 1. The ratio of chi-square
and degree of freedom was 12 (root mean square error of approximation =
0.09). The nonsignificance of the chi-square test leads to the conclusion that the
hypothesized model mirrored the pattern of covariance contained within the raw
data. Goodness of fit = 0.97, adjusted goodness of fit = 0.95, comparative fit
1278 ONLINE SHOPPING BEHAVIOR

index = 0.98, and normed fit index = 0.97 were all higher than the recommended
criterion of 0.9, confirming that our theoretical framework was appropriate.

Perceived .57* (H1) Online

(t = 17.24)
Trust
usefulness .12* (H11) experience
(t = 3.72)
.44* (H8) -.03* (H13)
.34* (H5) (t = 13.26) (t = -.94)
(t = 8.30)

.58* (H1) .71* (H4)

.14* (H12)
(t = 17.24) (t = 22.0)
.42* (H6) (t = 4.27)
(t = 8.26) .28* (H9)
(t = 7.47)

Perceived .10* (H2) .11* (H7) Behavioral .53* (H10) Actual

(t = 3.04) Attitude (t = 2.74) (t = 14.20)
ease of use intentions behavior

Figure 1. The estimated results of the theoretical framework.

Note: A dotted line denotes that the relationship between two constructs is nonsignificant, while a
solid black line indicates that the relationship between two constructs is significant.

In addition, perceived ease of use had a significant and positive impact on

perceived usefulness ( = 0.58, p < .0001) and attitude toward online shopping
( = .10, p < .01). Perceived ease of use had a significant and positive impact
on trust in online shopping ( = .57, p < .0001), attitude toward online shopping
( = .71, p < .001), and on behavioral intentions ( = 0.34, p < .001). Attitude
had a significant and positive impact on trust in online shopping ( = 0.42, p
< .001) and on behavioral intentions ( = .11, p < .01). Finally, trust in online
shopping had a significant and positive impact on behavioral intentions ( = 0.44,
p < .0001), and a significant and positive impact on actual behavior ( = .28, p
< .001). Behavioral intentions had a significant and positive impact on actual
online shopping behavior ( = .53, p < .001). Online experience moderated the
influence of both perceived usefulness and trust on behavioral intentions ( = .12,
p < .0001 and  = .14, p < .0001, respectively). However, the interaction term
(online experience trust) was not significant ( = -.03, p < .05), indicating that
conscientiousness has a significant effect on the influence of a central route for
online shopping website content on online experience.
In this study our aim was to assess the importance of online shopping behaviors
for undergraduates in Taiwan. Using a theoretical framework, we explored
the moderating effects of the online shopping experience. Except for H13, the
hypothesized relationships were corroborated in this study. Although online
shopping experience positively moderated the relationship between perceived
usefulness and behavioral intentions, and that between trust and behavioral
intentions, it did not significantly moderate trust and actual behavior. There
 ONLINE SHOPPING BEHAVIOR 1279
are several possible explanations for this result. For example, customers with
high levels of trust and online experience know more about the details or
cheating behaviors associated with Internet purchasing, so they behave with
circumspection and caution when shopping online.
A number of caveats need to be noted regarding the present study. Our
findings must be interpreted with caution because the sample size was small
and participants were all from Taiwan. The findings, therefore, might not be
generalizable to other countries and cultures. In addition, participants were
undergraduate students, so the sample may suffer from the homologous
phenomenon. Thirdly, this survey instrument involved subjective responses
that may be affected by common source bias. Future researchers should use
more objective data collection methods to survey the respondents and could
also use a longitudinal method first to collect information on the independent
variables, and then test the dependent variables such as behavioral intentions
and actual behavior at a later time. This could be a more effective method when
investigating causation.

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