| Summary: | 碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 97 === With the maturity of the e-commerce environment and the increase of online shoppers, many physical stores have adopted the clicks-and-mortar business model. However, for many traditional industries, such as the hardware industry, their customers are professional consumers and unlike general consumers in many ways. Therefore, before developing their virtual channels, these industries need to assess the impact of each consumer group’s characteristics on their intention to use the online shopping systems. This study was focused on the hardware retail industry. Based on Technology Acceptance Model (TAM), it aimed to investigate how online shopping environment and individual characteristics affect professional consumers’ acceptance of online shopping. Online shopping environment involved the variables of the E-commerce Systems Success model, including system quality, information quality, and service quality. Individual characteristics included computer self-efficacy, computer anxiety, acceptance of innovation, and product involvement. These were used as external variables of TAM.
Results showed that for professional hardware consumers, system quality, information quality, computer self-efficacy, computer anxiety, and personal acceptance of innovation all influence the perceived ease of use of the online hardware shopping system; system quality, information quality, computer self-efficacy, and computer anxiety all influence the perceived usefulness of the online hardware shopping system; their intention to accept the online hardware shopping is also affected by the perceived usefulness and perceived ease of use of the system.
Finally, based on the analysis result, this study further examined the difference between professional consumers and general consumers in their perception of quality and individual characteristics. Some suggestions for future researchers and traditional hardware companies planning to adopt an online shopping system were also proposed.
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