AN EXTENDED TAM MODEL FOR CHINESE B2C WEBSITES DESIGN
ZhangPei, Zeng Zhenxiang, and Huang Chunping
Firms are devoting resources to the development of electronic commerce (EC) to enhance their competitiveness. In addition to strategic planning and financial support, an effective B2C web site is important to reap the potential benefits of EC. This study examines the key factors influencing the effctiveness of B2C sites and how these factors affect customer’s behavioral intention to purchase through these sites. The authors draw on the technology acceptance model (TAM) and derive an extended TAM framework to relate web site design factors with major constructs in TAM. Assessed are three famous B2C sites to identify and classify the main web-design lements of B2C sites in China. The study concludes with a consideration of the managerial and research implications.
