Modeling Consumer Adoption of the Internet as a Shopping Medium: ...

First, Pavlou and Fygenson (2006) address the literature gaps I identified earlier. Their research extends Ajzen’s theory of planned behavior to explain and predict the process of e-commerce adoption by consumers by integrating consumer behavior theories and the theory of implementation intentions. Their research also simultaneously models the association between two contingent online behaviors—online information searching and product purchasing and their respective intentions—and does so by providing a comprehensive picture that addresses multidimensional and dynamic features of e-commerce adoption by consumers. Through a longitudinal study with online consumers, this research supports the proposed e-commerce adoption model and tests a comprehensive set of salient beliefs for each online behavior. Empirical results found that perceived usefulness and ease of use are salient beliefs for prediction e-commerce adoption. In addition, trust, consumer skills, and product characteristics are found to have explanatory and predictive power of such adoption. Findings from this research support my model and research hypotheses.

A study by Roy and Ghose (2006) is also worth noting. This research focuses on identifying the target market from the general population for effectively implementing e-commerce operation. This research suggested that adoption of the Internet as a shopping medium is a two-stage adoption—adoption of Internet access for information search and communication as the first stage and using the Internet for purchasing as the second stage—and this happens in two social systems.