Acceptance of e-commerce services: the case of electronic brokerages

  title={Acceptance of e-commerce services: the case of electronic brokerages},
  author={Anol Bhattacherjee},
  journal={IEEE Trans. Syst. Man Cybern. Part A},
This paper examines human motivations underlying individual acceptance of business-to-consumer (B2C) electronic commerce services. Such acceptance is the key to the survival of firms in this intensely competitive industry. A modified theory of planned behavior (TPB) is used to hypothesize a model of e-commerce service acceptance, which is then tested using a field survey of 172 e-brokerage users. We found TPB was useful in explaining e-commerce service acceptance, however, acceptance… 

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