Adoption vs acceptance of e‐commerce: two different decisions

Purpose – The main objective of this paper is to compare the differences that exist between the adoption of e‐commerce by potential purchasers and the acceptance of the channel (re‐purchase decisions) by experienced e‐customers. Therefore, the paper seeks to test the influence of online shopping experience on electronic purchase decisions. Design/methodology/approach – The conceptual model, an extended technology acceptance model (TAM), is tested using structural equation modelling techniques. In addition, the variations that exist in e‐customer behaviour are checked using a multi‐sampling analysis. Findings – The findings show that the influence of self‐efficacy and usefulness increases as the consumer gains online shopping experience. The motivations that lead a potential e‐customer to make a purchase are not the same as those that influence an experienced customer. The paper demonstrates the evolution of customer behaviour and the need to differentiate the perceptions of consumers depending on their level of experience. Practical implications – The analysis of e‐customer behaviour is a key issue for the development of e‐retailing. Better knowledge about the evolution of consumer behaviour allows a better management of the e‐customer‐firm relationship (e‐business). Firms should bear in mind the relevant perceptions of e‐customers for each decision. Originality/value – Despite the importance that researchers have attached to studying e‐shopping behaviour, not many papers have considered the existence of different types of decision. In fact, the majority only consider an initial stage of e‐commerce and do not analyse the evolution of e‐customer behaviour and the differences observed with respect to acceptance. The paper fills this gap.