Information Technology Reference
In-Depth Information
Table 6. Summary of hypotheses
Frequency - Significant, reverse of hypothesis
Number of times - Not supported
Dollar amount - Not supported
Yes or No - Significant, reverse of hypothesis
EOU
dimensions of
participation
H
Frequency - Supported
Number of times - Supported
Dollar amount - Supported
Yes or No - Supported
Usefulness
dimensions of
participation
H
H
EOU
usefulness
Supported
Frequency - Supported
Number of times - Not supported
Dollar amount - Not supported
Yes or No - Not supported
Trust
dimensions of
participation
H
H
Supported
Trust
EOU
H
Trust
usefulness
Supported
Frequency - Supported
Number of times - Not supported
Dollar amount - Not supported
Yes or No - Supported
Age
dimensions of
participation
H
H
Age
usefulness
Not supported
H
Age
ease of use
Supported
H0
Age
trust
Not supported
adults. Marketing the usefulness of this shopping
channel would be appropriate when trying to
capture this very important demographic.
As other researchers have found (Gefen et al.,
2003; Lin & Lu, 2000; Lucas & Spitler, 1999;
Venkatesh & Davis, 2000) perceived ease of use
was found to have a direct effect on perceived
usefulness. Online shopping needs to be easy
enough for people to try so that they can discover
its usefulness. This is particularly important for
older consumers. The deterioration of vision and
manual dexterity can make it difficult to navigate
Web pages when they are cramped and the font
size is small. Electronic vendors should ensure
that their Web sites are designed with font and
link sizes that are easy for older adults to navigate
and use.
Trust had only a significant direct affect on
frequency of use. It did not have a significant
impact on whether an individual shopped online,
the number of times or the dollar amount spent.
Being skeptical about the ability and desire of
e-vendors' securing and protecting personal
information doesn't necessarily impact whether
an individual will shop online but will affect how
often they shop this way. Additionally, trust has
a significant, positive affect on ease of use and
usefulness. The more a respondent trusted that
their financial and personal data would be safe,
the higher their belief that online shopping was
easy to use and useful. Perhaps those consumers
who are more trusting are able to take advantage
of features that make shopping online even easier.
One-Click by Amazon may be a useful example
of this phenomenon. If the consumer trusts that
their information is safe, they can set up a profile
and save their address and payment information
so that future purchases can be authorized, paid
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