Comparing the Technology Acceptance Model,Theory of Planned Behavior and Decomposed Theory of Planned Behavior in Explaining Electronic Marketplace Usage Orientation：Using Structural Equation Model

• Main Authors: Lee HsinHsien, 李欣憲
• Other Authors: 黃貞芬
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/21226186577394977292

碩士 === 中華大學 === 資訊管理學系 === 91 === As the Internet and other electronic-commerce technologies advance, corporations are seeking for more competitive and efficient ways of making their transactions. Therefore, electronic marketplaces have been generated. The electronic marketplace is one kind of inter-organizational information system and it is a platform where sellers and buyers exchange information about the products. It not only allows sellers and buyers to minimize their cost that are needed for transactions but also enhances transaction efficiency. In addition, it provides complete or partial functions to execute the transactions and services for participations. The criterion for an electronic marketplace is to have a huge number of sellers and buyers. Thus, how to attract buyers and sellers to participate is a critical point for a successful electronic marketplace. In order to attract buyers and sellers to participate in the market, it is important to understand the factors that would make them to take part in the market. Therefore, in this article, the factors that influence the buyer’s intention to join the electronic marketplace from the angle of information system usage were investigated. The most frequently applied theories when discussing information system usage issues are technology acceptance model and theory of planned behavior. Therefore, this research based on the two theories and decompose theory of planned behavior, which was specifically designed to discuss information system usage as research models along with intention model, to build our research model to explain and forecast the buyer’s behavior in an electronic marketplace. This research not only intended to find out the factors that attract buyers to participate in the electronic marketplace but also compared the three models in explaining marketplace usage orientations. In this research, survey method was used and paper questionnaires were sent to one thousand corporations in Taiwan to find out their keenness to participate in the electronic marketplace and the key factors that affect their usage. According to the results of the surveys, the completeness of the transaction functions, the availability of information, the imitation among competitors, the level of competition between competitors, the support from senior officers, and the support from the supervisors of related departments are the key factors that determine electronic marketplace usage orientation. In terms of the comparison of the ability of the models to explain the intention of usage, there is no significant difference between planned behavior theory and decompose theory of planned behavior. In addition, the abilities of these two models to explain and forecast the buyer’s behavior are better than the technology acceptance model. With anticipation, the results of this research will be the reference for electronic marketplace designers. And it offers suggestions and directions for managers to assist their corporations when making decisions about the electronic marketplace. Furthermore, comparison of the three models will be helpful for the future discussions of information system usage issues.