Predicting Consumer’s Perceptions in On-line Shopping

The diffusion of the e-commerce is now well-known in all of its types of activities. The four types that described in this paper is
the most common and shows how people nowadays that is familiar with the Internet, tend to adopt more easily than the previous
years. The results will indicate which are the major concerns for people in order to adopt one of those activities. Also, even now
that internet has been so widely spread and used, people are so pessimistic in e-commerce adoption because of the risk or not. Of
course the research is by its nature web-based so the appropriate data collection is via e-mail. The findings of the survey might be
useful for companies and businesses which are active in this field.
© 2013 The Authors. Published by Elsevier B.V.
Selection and peer-review under responsibility of HAICTA.
Keywords: E-Commerce; TAM; Consumers perceptions


The rapid diffusion of the Internet retailers the previous decade, was too high for the business to customer (B2C)
commerce. Only in United States, for the fiscal year 2001, total retail sales was 3.50 trillion dollars while in ecommerce retail sales was 32.57 billion dollars. Those numbers indicate that B2C commerce is still growing up, and that the traditional retailers are not in danger of being replaced by electronic commerce. There is the possibility though that the e-commerce might be the new retail medium for supplementing, complementing and even replace other media [59].

The Internet evolution had significantly changed the operations of retail business worldwide. United States for
instance, witnessed larger hypermarkets which centralized their operations in order to provide the increased demand
for their offerings. As a result, those hypermarkets were able to provide a cheaper and wider range of products while
smaller retailers were struggling to be competitive against them. Because of the huge size of those hypermarkets,
they need sufficient population to support them in order to operate normally. With the Internet’s evolution, it is
obvious that there will be an increase in those hypermarket sales as an alternative distribution [46].

Literature Review

2.1. Technology Acceptance Model (TAM)

Many researches which surround the customer’s behavior to adopt in particular technologies had been taken from
the Technology Acceptance Model (TAM). Modifications of the TAM model are many, from ERP system
implementation [34] to mobile services [33].
Up to now, the rivalry of the actual usage versus prediction can be easily noticed by comparing different studies
of the technology. For example, previous studies about personal computer had investigated the actual usage [45]
while the new technological acceptances like banking Salancik [52], set aside the actual usage and focused on the
criterion of the intention alone. However, since the adoption of the Internet purchase is still in its new forms in
Greece, with this study the measurement focuses on the intention of the online shopper rather than the actual
The behavioral intention had been used to predict the actual usage successfully until now. Behavioral intention is
the “degree to which a person has formulated conscious plans to perform or not perform some specified future
behavior” [60]. This one comes across with the Theory of Reasoned Action [18] and his theory of planned behavior
[1], which supports that the behavioral intention is for the behavior a good predictor. In Information systems (IS),
TAM was used widely by many studies in order to predict the behavioral intention for the information technology
[36]. While past researches [14] found no connectivity with the subjective norm and the behavioral intention, which
had as a result not to include it on their TAM model, however Brown et al. [9], found that the norm does influence
the behavioral intention.
Davis firstly introduced TAM, and his goal was to explain and predict user’s IT acceptance over his workplace.
According to Davis [13], perceived useful

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