Practice makes a difference: Experience and e-commerce

As demonstrated in e-commerce literature, the technology acceptance model (TAM) has been used extensively to measure intention to adopt specific technologies (Gefen, 2003; Lee, 2002; Moon & Kim, 2001). E-commerce is fast a maturing industry, and many consumers have moved beyond the adoption phase modeled explicitly in the TAM and have become experienced consumers. This study examines the role of experience on consumers ’ intentions to shop online. As hypothesized, experience has both direct and indirect effects on intention to use e-commerce, and there are moderating effects on the antecedents—perceived usefulness, playfulness, and self efficacy—to intention to use e-commerce. In the United States, e-commerce is expected to approach $200 billion in 2006 for online retail sales (Mulpuru, Temkin, & Steinberg, 2006). Half of all Internet users now obtain product information from the web prior to purchasing goods and services, and 33 % of revenues in North American firms are attributable to e-commerce (Ward & Sipior, 2004). The Censu