Extending the Technology Acceptance Model for Adoption of E-Shopping by Consumers in Turkey

Abstract

The Technology Acceptance Model (TAM) is a very important modelling approach in information technology research. In this study, an attempt is made to explain consumer acceptance of e-shopping by means of an extended model based on TAM. Perceived trust, perceived enjoyment, perceived information quality, perceived system quality and perceived service quality factors are added to the classical TAM to produce an extended research model. This extended research model is tested against data obtained from 606 internet users in Turkey, and a structural equation model is used to analyse these data. The results support the previous findings related to classical TAM; however, the recently included external factors are also effective in explaining the acceptance of e-shopping.