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The influence of the commercial features of the Internet on the adoption of e-commerce by consumers

机译：互联网商业功能对消费者采用电子商务的影响

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摘要

Taking the Theory of Planned Behavior as a theoretical framework, this study analyzes how commercial features of the Internet determine its adoption as a sales system. In particular, the study examines the influence of product perception, shopping experience, information provided or the level of risk perceived on the adoption of B2C e-commerce. The results show that attitudes toward e-commerce, subjective norm and perceived risk are the main factors that affect the decision to purchase from electronic retailers. Moreover, the results show that the influence of the commercial features of the Internet is mediated through attitudes toward e-commerce.
机译：本研究以计划行为理论为理论框架，分析了互联网的商业特征如何决定其作为销售系统的采用。尤其是，该研究考察了产品认知度，购物体验，所提供信息或采用B2C电子商务时感知到的风险程度的影响。结果表明，对电子商务的态度，主观规范和感知风险是影响从电子零售商购买商品的决定的主要因素。而且，结果表明，互联网的商业特征的影响是通过对电子商务的态度来调节的。

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