THE EFFECTS OF PERSONAL INNOVATIVENESS , PERCEIVED RISK , AND COMPUTER SELF -EFFICACY ON ONLINE PURCHASING INTENT

Abstract

The rapid growth of e-commerce makes it important for the success of companies to understand both the factors that facilitate and are barriers to these transactions. Therefore, the purpose of this study is to investigate the relationships between perceived Internet risk, personal innovativeness and computer/web self-efficacy, and online purchases intentions as three of these factors. Results indicate that perceived Internet risk, personal innovativeness and computer/web self-efficacy are all strongly related to online purchasing intentions. There is also a strong relationship between computer self- efficacy and personal innovativeness, two of the values-compatibility variables related to intention to purchase on-line. Suggestions for future research to test the applicability of the Technology Acceptance Model and/or its extensions in the e-commerce sector, as well as the antecedents of perceived usefulness in this setting, are discussed.