Consumer e-commerce acceptance: A replication study

The E-commerce business is continuously growing and attracts the attention of practitioners as well as researchers. Its acceptance among consumers has been the subject of academic research for more than a decade now. In particular, the Technology Acceptance Model and latent factor analysis originally used for information system adoption show signs of high popularity in the e-commerce domain. Replication studies, on the other hand, have not received much attention. Despite the fact that replication guarantees progress in every scientific discipline, customer behaviour is no exception. In order to alleviate this undesirable condition and verify previous research in the field, we have selected a popular journal article from Ha and Stoel (2009) and re-searched their main model. To do that, an internet survey was conducted among 125 online consumers. Website design, customer service, privacy/ security, and shopping atmosphere/ shopping experience were the factors evaluated in this study with e-shopping quality as a second-order factor. Exploratory factor analysis revealed that latent factors do not load as previous research suggests thus we failed to replicate the model. Further, confirmatory factor analysis showed better results with decent reliability of the model. However, validity measures showed troubling values. Based on the findings, implications for future research are proposed in the conclusion.