The Importance of Ease of Use, Usefulness, and Trust to Online Consumers - End User Computing Challenges and Technologies: Emerging Tools and Applications - page 268

Table 5a. Hierarchical regression results

adjusted Coefficient t(Sig) R2

TRUST

Age .00 . .

Hours spent using internet and email -.0 -.0***

EASE OF USE

Age .0 .** .

Hours spent using internet and email -.00 -.0

Trust .***

USEFULNESS

Age .00 . .

Hours spent using internet and email -.0 -.

Trust .0 .*

Ease of Use . .***

BUY (Frequency)

Age -.0 -.*** .

Hours spent using internet and email .0 .***

Ease of Use -. .0*

Usefulness -. -.***

Trust -. -.0*

BUY (Number of time)

Age -.0 -. .0

Hours spent using internet and email . .*

Ease of Use .0 .

Usefulness -. -. ***

Trust -.0 -.

BUY (Dollar amount)

Age -. -. .0

Hours spent using internet and email -.0 -.

Ease of Use -. -.0

Usefulness -. -.0*

Trust . .

* p < .05, ** p < .01, *** p < .001

have a direct affect on two dimensions of usage,
had unexpected affects on two other dimensions
and had a direct affect on usefulness. Usefulness
had a significant impact on all four dimensions
of electronic commerce participation. Age had a
direct affect on two dimensions of usage and on
ease of use.

electronic commerce participation. It did not
have a significant affect on the number of times
individuals shopped online nor how much they
spent. The relationship between ease of use and
online shopping frequency and whether the in-
dividual had shopped online in the last 6 months
was significant, but the reverse of what would be
expected. Respondents who reported that online
shopping was easy to use were less likely to shop
online or to do so less frequently than those who
reported online shopping was not easy to use.
Given the substantial evidence that ease of use

disCussion

Ease of use, quite surprisingly, does not appear
to be a factor that contributes to the level of