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Persuasive Technology and Users Acceptance of E-commerce: Users Perceptions of Website Persuasiveness

Author

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  • Muna M. Alhammad

    (Henley Business School, University of Reading, Reading, UK)

  • Stephen R. Gulliver

    (Henley Business School, University of Reading, Reading, UK)

Abstract

Persuasive technologies have been extensively applied in the context of e-commerce for the purpose of marketing, enhancing system credibility, and motivating users to adopt the systems. Recognising that persuasion impacts on consumer behaviour to purchase online have not been investigated previously. This study reviews theories of technology acceptance, and identifies their limitation in not considering the effect of persuasive technologies when determining user online technology acceptance. The study proposes a theoretical model that considers the effect of persuasive technologies on consumer acceptance of e-commerce websites; with consideration of other related variables, i.e. trust and technological attributes. Moreover the paper proposes a model based on the UTAUT2, which contains relevant contributing factors; including the concept of perceived persuasiveness.

Suggested Citation

  • Muna M. Alhammad & Stephen R. Gulliver, 2014. "Persuasive Technology and Users Acceptance of E-commerce: Users Perceptions of Website Persuasiveness," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 12(2), pages 1-13, April.
    • Handle: RePEc:igg:jeco00:v:12:y:2014:i:2:p:1-13
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    Cited by:

    1. Estrella Díaz & David Martín-Consuegra & Hooman Estelami, 2016. "A persuasive-based latent class segmentation analysis of luxury brand websites," Electronic Commerce Research, Springer, vol. 16(3), pages 401-424, September.
    2. Zhaojun Yang & Xiangchun Kong & Jun Sun & Yali Zhang, 2018. "Switching to Green Lifestyles: Behavior Change of Ant Forest Users," IJERPH, MDPI, vol. 15(9), pages 1-14, August.

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