Structural Model Comparison of the Determining Factors for E-Purchase
نویسندگان
چکیده
This study investigates relationships among intrinsic and extrinsic motivational factors of e-purchase. Three alternative causal models capturing the relationships among perceived ease-of-use, perceived usefulness, perceived enjoyment, perceived security, and e-purchase are developed and tested empirically. Structural equation analysis results show that the dual mediation impact model with perceived ease-of-use as the mediator is the best-fit model. Implications and research directions are discussed.
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