The influence of the commercial features of the Internet on the adoption of e-commerce by consumers

1567-4223/$ see front matter 2010 Elsevier B.V. A doi:10.1016/j.elerap.2010.04.006 * Corresponding author. Tel.: +942 20 16 61; fax: + E-mail addresses: [email protected] (A. Herrero (I. Rodriguez del Bosque). 1 Tel.: +942 20 16 38; fax: +942 20 18 90. Taking the Theory of Planned Behavior as a theoretical framework, this study analyzes how commercial features of the Internet determine its adoption as a sales system. In particular, the study examines the influence of product perception, shopping experience, information provided or the level of risk perceived on the adoption of B2C e-commerce. The results show that attitudes toward e-commerce, subjective norm and perceived risk are the main factors that affect the decision to purchase from electronic retailers. Moreover, the results show that the influence of the commercial features of the Internet is mediated through attitudes toward e-commerce. 2010 Elsevier B.V. All rights reserved.