Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior

Hsin Hsin Chang, Chen Fu, Hsiou Ting Jain · 2015 · Information Development

Summary. This study combines technology acceptance and innovation diffusion theories to understand online shopping behavior for smartphones. The research finds that website performance and ease of use increase familiarity with the site, while virtual communities and product trials boost product familiarity. Perceived risk reduces purchase intention. Website and product familiarity mediate the relationship between these factors and buying decisions. Managers should build online communities and provide detailed product trial information to increase consumer familiarity and purchase intent.

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@article{chang-2015-modifying-utaut-innovation-diffusion-theory,
  title   = {Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior},
  author  = {Hsin Hsin Chang and Chen Fu and Hsiou Ting Jain},
  journal = {Information Development},
  year    = {2015},
  doi     = {10.1177/0266666915623317},
  url     = {https://doi.org/10.1177/0266666915623317}
}

TY  - JOUR
TI  - Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior
AU  - Hsin Hsin Chang
AU  - Chen Fu
AU  - Hsiou Ting Jain
JO  - Information Development
PY  - 2015
DO  - 10.1177/0266666915623317
UR  - https://doi.org/10.1177/0266666915623317
ER  - 

Details

DOI

10.1177/0266666915623317

Categories

innovation-theory, broadband-and-digital, general-innovation

Added

2026-04-28