• DOI:10.1109/3468.852435
• Corpus ID: 1403964

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

@article{Bhattacherjee2000AcceptanceOE,
  title={Acceptance of e-commerce services: the case of electronic brokerages},
  author={Anol Bhattacherjee},
  journal={IEEE Trans. Syst. Man Cybern. Part A},
  year={2000},
  volume={30},
  pages={411-420}
}

• Anol Bhattacherjee
• Published 1 July 2000
• Business
• 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 motivations were significantly different from that of typical IS products. Based on a broader conceptualization of TPB's subjective norm to include both external (mass-media) and interpersonal influences, we report that subjective norm is an important predictor of e-commerce acceptance, behavioral control has minimal impact on e-commerce acceptance, and external influence is a significant determinant of subjective norm. Implications of these findings in light of e-commerce research and practice are discussed.