The Effect of Unified Theory of Acceptance and Use of Technology and Innovation Diffusion Theory on Online Shopping-Familiarity and Perceived Risk as Mediators

• Main Authors: Hsiou-TingJain, 簡孝庭
• Other Authors: Hsin-Hsin Chang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/89941364157973082132

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === In online shopping environment, e-retailers continuously improve their website quality and offer richer information related to products to attract more consumers; moreover, the rate of purchasing high-tech products in online stores increases year by year. This study combined Unified Theory of Acceptance and Use of Technology (UTAUT) with Innovation Diffusion Theory (IDT), including performance expectancy, effort expectancy, virtual community building and trialability, and adopted two mediators, familiarity and perceived risk, to examine online shopping behavior. In this study, a web-based survey was employed, and the respondents were drawn from Internet users. 344 valid respondents were collected. Structural equation model (SEM) and regression analysis were adopted for data analysis. Based on the results of SEM, performance expectancy and effort expectancy positively affect website familiarity; virtual community building and trialability positively influence product familiarity. However, performance expectancy, effort expectancy, virtual community building, trialability and familiarity all have no significant effects on perceived risk. Moreover, familiarity positively influence purchase intention; perceived risk negatively affects purchase intention. According to the results of regressing, website familiarity and product familiarity have mediation effects, but perceived risk has no mediation effect. In other words, website designs indirectly affect purchase intention through familiarity. In managerial implications, this study suggests managers should provide a complete community to consumers in order to enable them to share information; furthermore, managers should also build the tryout of products on the website, so that consumers can increase familiarity about websites and products, and in turn, promote purchase intention.