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Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior


  • Marios Koufaris

    () (Zicklin School of Business, Baruch College, CUNY, 55 Lexington Avenue, Box B11-220, New York, New York 10010)


In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network.A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.

Suggested Citation

  • Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
  • Handle: RePEc:inm:orisre:v:13:y:2002:i:2:p:205-223

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    4. Bassam Hasan, 2016. "Components of Online Shopping Attitude and the Effects of Website Design Characteristics," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 15(03), pages 1-18, September.
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    6. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    7. Cao, XinYu & Mokhtarian, Patricia L, 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," Institute of Transportation Studies, Working Paper Series qt45q5p1vb, Institute of Transportation Studies, UC Davis.
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    15. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 0. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
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    17. Xu, Xun & Zeng, Shuo & He, Yuanjie, 2017. "The influence of e-services on customer online purchasing behavior toward remanufactured products," International Journal of Production Economics, Elsevier, vol. 187(C), pages 113-125.
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    22. Heetae Yang & Hwansoo Lee, 0. "Exploring user acceptance of streaming media devices: an extended perspective of flow theory," Information Systems and e-Business Management, Springer, vol. 0, pages 1-27.


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