Understanding electronic market usage : a revised model based on planned behaviour and innovation diffusion theory

This paper is concerned with the identification of determinants that influence the use of business-to-consumer electronic markets. Since the widespread adoption of the Internet, these electronic markets are now commonplace and it becomes increasingly relevant to identify the factors that influence their usage. This paper first reviews the literature on this topic and addresses the theoretical constructs developed so far. Specifically, we acknowledge that current theories have enjoyed little empirical support, and possess limited explanatory power. We then proceed by introducing a revised model based on two theories: the theory of planned behaviour and innovation diffusion theory. Both theories are well established and attempt to explain adoption intention and use of information systems in general. We apply these constructs to electronic markets usage and explain why empirical support of earlier propositions has been weak and inconclusive. We conclude by assessing the implications of this revised theory for further empirical research.