An Empirical Research on Online Infomediary Based on Extension of the Technology Acceptance Model (TAM2)

This paper identifies factors determining the use of online infomediary and its effects on information search. Extension of the Technology Acceptance Model (TAM2) is used as the main framework and combines with asset specificity and risk awareness as another two factors. Consumers tend to use two-stage processes to reach their purchase decisions, first screening of available products and then in-depth comparison of selected products. This paper explores the acceptance on online infomediary by Chinese web surfers in these stages. Using survey data from 300 university students, the authors test the proposed model through structural equation modeling (SEM). Findings reveal that the TAM2 model is applicable to both stages. Besides, risk awareness is not applicable to the initial screening stage, and asset specificity has positive influence to perceived usefulness of online infomediary.