A cross‐national investigation of an extended technology acceptance model in the online shopping context

The purpose of this paper is to test the cross‐national application of an extended technology acceptance model (TAM) in online shopping across the USA and China. Specifically, the proposed model is tested for invariance, and used to investigate the effect of the TAM constructs on online purchase intentions and interrelationships among the constructs across the two samples.

A total of 513 usable questionnaires were collected in the USA and China. Measurement and structural invariance of the proposed TAM model were assessed using multi‐group confirmatory factor analysis.

The paper revealed that both perceived usefulness and perceived risk of online shopping have an invariant effect on consumers' online purchase intentions, while prior online shopping experience does not have an invariant effect. Perceived ease of use shows an equivalent, positive effect on perceived usefulness; prior online shopping experience has an equivalent, positive effect on perceived ease of use and an equivalent, negative effect on perceived risks. But prior online shopping experience has a quite different effect on perceived usefulness across the two countries.

The paper not only tests the cross‐national application of the extended TAM, but also extends the TAM's use to examine key factors that influence online shoppers' purchase decision in the retail apparel sector.