석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan

Perceived usefulness and Perceived ease of use

A significant body of Technology Acceptance Model has shown that both perceived usefulness and perceived ease of use are strong determinants of user acceptance, adoption, and usage behavior (Davis et al., 1989). Researchers consider perceived usefulness an important antecedent of a person’s adoption of technology in the context of word-processing software (Bagozzi et al, 1995), social networking sites (Sledgianowski et al., 2009), and a combination of different technologies.

(Davis, 1989) asserted that perceived usefulness is described as “the degree to which it is assumed that the acceptance of IT will improve the performance of an individual”. Whereas, “the degree to which a person believes that learning and using some new IT requires less or no effort at all” is referred to as perceived ease of use.

TAM suggests that intentions to adopt internet shopping is a function of usage of information technologies(IT) and the intention to adaptation of e-shopping is a function of consumer attitude towards perceived usefulness. Jointly, observed usefulness and ease of use are utilized to determine consumer’s attitude towards IT usage. (Porter et al., 2005) stated that there was a significant linkage between perceived usefulness and consumer’s attitude. However, the intention to adapt a new technology can also be accredited to the ease of use.