Consumers' Acceptance of Internet Shopping

The rapid growth of Internet has created a new medium for shopping, that is Internet shopping. Instead of going to departmental stores, people can easily purchase the goods or services they need through this media. This medium also provides services 24 hours per day, and seven days a week. Consequently, this phenomenon has created huge opportunities for merchants in doing business. In designing the right way of doing business over the Internet, merchants need to understand their customers' characteristics. The objective of this study is to investigate the individual differences such as prior Web experience, shopping orientation and demographic factors that will influence intention to shop on the Web, mediated by the perceived usefulness and perceived ease of use. The model of this study adapt the refined of Davis' (1989) TAM model that is proposed by Venkatesh (1996) and individual differences factors that is proposed by Crisp et al. (1997).