Extending the TAM for a t-commerce

Broadband communication at home allows television to become an e-commerce medium that merges video, voice, and transactional data. t-commerce is electronically mediated commerce using interactive television. Theoretical and empirical analysis was undertaken and reported here to explain the factors that influence potential users’ adoption of t-commerce by extending the technology acceptance model. The study also compared the factors influencing t-commerce adoption between experienced and inexperienced users. Seven factors were identified: perceived ease of use, perceived usefulness, perceived enjoyment, trust, attitude, normative belief of family and friends, and subjective norm. Although the factors were not the same between the two groups, the differences were not large. Perceived enjoyment is the most important factor affecting attitude and behavioral intention toward t-commerce. From a theoretical point of view, the study extended the TAM for t-commerce adoption by potential users in the home environment. Moreover, this study also provided practical implications for t-commerce providers.