E-commerce user behavior model: an empirical study

As the business importance of the Internet continues to rise, understanding of the factors that encourage internet use becomes critical. This report describes a modification of a Technology Acceptance Model to describe usage behavior. Utilization was hypothesized to be a result of anticipated near and long-term consequences, with experience and facilitating conditions also having an impact. Data from an international sample of 335 college students served to confirm the model. Promoters must concern themselves with making Internet use as easy as possible while actively promoting the benefits identified.