Theoretical Model of Consumer Acceptance: In the View of Website Quality

This paper attempts to develop a theoretical acceptance model for e-commerce Web site. Key factors impacting e-commerce acceptance are identified from a detailed literature review. The final model is then cast in a structural equation modeling framework comprising ten variables: Web site quality, perceived ease of use, perceived usefulness, perceived playfulness, trust, perceived risk, subjective norms, perceived behavior control, attitude and intention to use the Web site. These additional constructs could provide a better understanding of many factors that affect the relationships between customers and e-commerce Web site, especially those concerning the quality of the website features and interface. The interrelationship between these constructs is also explained. Empirical validations of this theoretical model are expected in future research.