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    Title: Adolescents’ Acceptance of Internet Technology and Innovativeness on E-commerce Behavior
    Authors: Niu, H.J.;Lin, S.T.
    Keywords: Adolescent;Buying Behavior ,Consumer Innovativeness;Online Buying;Technology Acceptance Model
    Date: 2016-02-16
    Issue Date: 2016-04-27 11:13:12 (UTC+8)
    Abstract: In the era of rapid development of the Internet and technologies, buying behavior of adolescents exhibited in the
    consumer market is growing in a dramatic manner. The adolescent consumers feature brand switching as well as acceptance
    of innovative products and information. This study aimed at exploring the effect of consumer innovativeness on buying
    behavior. The technology acceptance model was used as the basic structure while consumer innovativeness as a moderate
    variable in order to analyze adolescents’ online buying behavior (inclusive of planned and unplanned). In this study, an
    online questionnaire survey was conducted on 2,419 adolescents and further verified by regression analysis. The results
    showed that the technology acceptance model was legitimately adequate to explain online buying behavior. Adolescents
    who were innovative consumers were categorized to rational buyers. For attracting people with innovativeness, it is
    compulsory for operators of online shopping to be creative enough in designing an online shopping platform so as to
    effectively strengthen consumers’ understanding of commodities Index.
    Relation: 61ST THE IIER INTERNATIONAL CONFERENCE, pp.4-11
    Appears in Collections:[管理科學學系暨研究所] 會議論文

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