TAILIEUCHUNG - Understanding retailers’ acceptance of virtual stores

The acceptance of e-commerce among consumers has stimulated the rise of virtual stores. Increasing traditional retailers or people who do not have sufficient capital for maintaining a brick-and-mortar store have considered using virtual stores to reach global market. In the e-commerce literature, there has been rich research evidence concerning consumers’ acceptance of virtual stores. However, rigorous academic research on retailers’ acceptance of virtual stores is relatively scarce today. This study draws upon the theory of planned behavior and information richness theory to propose an integrated theoretical model. A field survey is used to collect data from e-tailers. The data are analyzed to examine the six relationships posited in the research model. Findings of this study provide a further research avenue for e-commerce, and implications for those who are managing or considering using virtual stores | Knowledge Management E-Learning An International Journal . 328 Understanding Retailers Acceptance of Virtual Stores Irene . Chen Department of Accounting National Changhua University of Education Shi-Da Road Changhua City 500 Taiwan . E-mail irene@ Corresponding author Abstract The acceptance of e-commerce among consumers has stimulated the rise of virtual stores. Increasing traditional retailers or people who do not have sufficient capital for maintaining a brick-and-mortar store have considered using virtual stores to reach global market. In the e-commerce literature there has been rich research evidence concerning consumers acceptance of virtual stores. However rigorous academic research on retailers acceptance of virtual stores is relatively scarce today. This study draws upon the theory of planned behavior and information richness theory to propose an integrated theoretical model. A field survey is used to collect data from e-tailers. The data are analyzed to examine the six relationships posited in the research model. Findings of this study provide a further research avenue for e-commerce and implications for those who are managing or considering using virtual stores. Keywords E-Commerce E-Learning virtual store. Biographical notes Irene . Chen is an assistant professor of Department of Accounting at National Changhua University of Education Changhua Taiwan. She received her . degree in MIS from National Kaohsiung First University of Science and Technology. Her research interests include Webbased learning behavior e-commerce and knowledge management. Her research findings have been published in Journal of Information Science Computers Education Educational Technology Society International Journal of Human-Computer Studies and Expert Systems with Applications. 1. Introduction The Internet has become an important channel for companies to offer direct sales to their customers. Its capacity to access organize and .

• Kế hoạch kinh doanh
• Understanding retailers’ acceptance
• Virtual stores
• Acceptance of e commerce
• The rise of virtual stores
• The e commerce literature