E‐commerce offers speed, convenience, and often cost‐effectiveness for today’s busy shoppers, but many e‐commerce sites are still too hard to use. The problem with e‐commerce sites is that the controls and organization are different for each site. This research investigates how an individual’s perceptions of key beliefs surrounding the use of the e‐commerce site with the standard user interface would influence the individual’s decision to accept these e‐commerce sites for online shopping purposes. This study applies the Technology Acceptance Model (TAM) identifying components of usefulness and ease of use that predict user attitude toward the usage of the standard user interface. The research uses a Web‐based survey and employs TAM with path analysis to identify features of the standard user interface that might contribute to its usefulness and ease of use. It thus provides insights into the usefulness and ease of e‐commerce sites for developers, practitioners as well as researchers.
Liu, S., Tucker, D., Koh, C. and Kappelman, L. (2003), "Standard user interface in e‐commerce sites", Industrial Management & Data Systems, Vol. 103 No. 8, pp. 600-610. https://doi.org/10.1108/02635570310497648Download as .RIS
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