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Perceived ease of use in prior e‐commerce experiences: A hierarchical model for its motivational antecedents
Author(s) -
Sun Tao,
Tai Zixue,
Tsai KeChuan
Publication year - 2010
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20362
Subject(s) - psychology , usability , external variable , hierarchical database model , multilevel model , variable (mathematics) , variables , e commerce , technology acceptance model , social psychology , statistics , computer science , human–computer interaction , data mining , mathematics , world wide web , mathematical analysis , programming language
This study develops and tests a theoretical model to evaluate the motivational factors behind perceived ease of use in prior e‐commerce experiences. This hierarchical model includes need for arousal as the independent variable; general self‐efficacy, technological innovativeness, and consumer self‐determination as the mediating variables; and perceived ease of use in prior e‐commerce experiences as the dependent variable. Tested by data generated from a survey of 290 consumers, the model yields satisfactory fit and contributes to the literature by adding more intrinsically motivational variables to predict perceived ease of use. Practical and academic implications are also discussed. © 2010 Wiley Periodicals, Inc.