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首页> 外文期刊>International Journal of Retail & Distribution Management >Factors affecting adoption of product virtualization technology for online consumer electronics shopping
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Factors affecting adoption of product virtualization technology for online consumer electronics shopping

机译：影响在在线消费电子产品购物中采用产品虚拟化技术的因素

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Purpose - The purpose of this paper is to investigate the factors affecting the adoption of product virtualization technology (PVT) for online shopping small consumer electronics by applying a modified electronic technology acceptance model (e-TAM) and tested model invariance male/female shoppers in the overall adoption process.rnDesign/methodology/approach - Online surveys are completed by a US national panel of online shoppers. The data are analyzed using single- and multiple-group structural equation modelling. Findings - The results provide empirical support for e-TAM in the context of PVT acceptance for online small consumer electronics shopping. In addition, two external constructs - technology anxiety (TA) and innovativeness (INN) - show significant influences on the beliefs (perceived usefulness, ease-of-use and entertainment value). There is no significant gender difference in the overall adoption process of PVT.rnResearch limitations/implications - More specific consumer characteristics such as time-consciousness, opinion leadership or age differences under different categories may be useful to investigate. Practical implications - PVT may provide a valuable tool that online retailers can use to enhance their consumers' purchase behaviour, either by reducing the perceived risk through better online product evaluation or by enhancing consumers' enjoyment of the shopping process on their web site by increasing the number of unique and repeat traffic visitors to the site and ultimately establish an online competitive advantage.rnOriginality/value - Inclusion of TA and INN in e-TAM for PVT acceptance and the equivalence test of the hypothesized model across gender make the research unique, adding to the explanatory and predictive power of the e-TAM.
机译：目的-本文的目的是通过应用改良的电子技术接受模型（e-TAM）和经过测试的模型不变性男性/女性购物者，调查影响在线购物小型消费电子产品采用产品虚拟化技术（PVT）的因素。设计/方法/方法-在线调查由美国全国在线购物者小组完成。使用单组和多组结构方程模型分析数据。调查结果-在PVT接受在线小型消费电子产品购物的背景下，结果为e-TAM提供了经验支持。此外，两个外部结构-技术焦虑（TA）和创新（INN）-对信念（感知的有用性，易用性和娱乐价值）产生了重大影响。在PVT的整个采用过程中，性别没有显着差异。研究限制/含义-更具体的消费者特征，例如时间意识，意见领袖或不同类别下的年龄差异，可能对调查有用。实际意义-PVT可能提供一种有价值的工具，在线零售商可以使用它来提高其消费者的购买行为，方法是通过更好的在线产品评估来降低感知到的风险，或者通过增加消费者对他们网站上购物过程的享受，来提高他们的购买体验。数量/价值-将TA和INN包含在e-TAM中以接受PVT，并且假设模型在性别上的等效性检验使该研究独特，并增加了在线竞争优势。 e-TAM的解释和预测能力。

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