E-Retailing

A MODEL FOR EVALUATING B2C E-COMMERCE WEBSITES:
APPLICATION IN THE CD E-RETAILING INDUSTRY IN
BRAZIL
Oliveira, Luiz Cláudio B., Brazilian School of Public and Business Administration ? Getulio
Vargas Foundation, Praia de Botafogo 190, Room 526, 22250-900, Rio de Janeiro, Brazil,
[email protected]
Joia, Luiz Antonio, Brazilian School of Public and Business Administration ? Getulio Vargas
Foundation and Rio de Janeiro State University, Praia de Botafogo 190, Room 526, 22250-
900, Rio de Janeiro, Brazil, [email protected]
Abstract
The scope of this research is to develop and test a model for evaluating B2C e-commerce websites
quantitatively. Consequently, this study seeks to investigate the relationship between the website
interface of B2C e-commerce and virtual customer behavior, emphasizing the purchasing attitude and
intention. The objective of this paper is, therefore, to research which features of a virtual store
effectively influence the user purchasing process via the Internet. In order to achieve this aim, the
Technology Acceptance Model (TAM) was adapted for pertinent theoretical references about
consumer behavior on the web. The model developed was then tested and validated through a
Structural Equation Modeling (SEM) approach. An empirical analysis of the CD e-retailing industry
in Brazil was then conducted, as this is one of the most important areas of the B2C e-commerce realm.
The study concludes that, for the electronic commerce of CDs, ease of use, trust, pleasure and
attractiveness as perceived by visitors to CD e-retailing websites are key issues for understanding
customer attitude and purchasing intention. Lastly, recommendations associated with the conclusions
of this research are made, ...
Word (s) : 5725
Pages (s) : 23
View (s) : 1103
Rank : 0
   
Report this paper
Please login to view the full paper

Recent Topics

New Entries

Most Recent Request

Join Now