Technology Adaptation in E-commerce:: Key Determinants of Virtual Stores Acceptance

The emergence of the virtual store has paved the way for the diffusion of E-commerce. Understanding key determinants for successful virtual stores will provide important theoretical and practical implications for developing E-commerce strategies. Expanding the Technology Acceptance Model and Innovation Diffusion Theory, we propose a theoretical model for studying a wide array of issues involved in E-commerce strategies. We test the model using a Web-based survey, and identify factors that have impacted acceptance of virtual store, including product offerings, information richness, usability of storefront, perceived trust and perceived service quality. We discuss the implications for research and practice on how to remain competitive in the volatile electronic marketplace.