Exploring the Online Shopping-The Role of Prior Experience

[[abstract]]Our study empirically examined the role of prior online shopping experience within a proposed model which is integrated perceived uncertainty, trust, and two key variables (perceived ease-of-use, and perceived usefulness) as depicted in the technology acceptance model (TAM) to understand the difference between low- and high-experienced online shoppers. The study found that the importance of trust in an e-vendor vis-? -vis the TAM constructs has consistent effects for all experienced online shoppers. However, results indicate that perceived uncertainty affects trust in an e-vendor but only in the low-experience online shoppers. The data also show that the low- and high-experienced online shoppers have some divergence in the source of perceived uncertainty which is classified into relationship uncertainty and environmental uncertainty. The study result may be useful for managers of e-vendors to understand the effect on determinants of repurchase intention and the concerns of perceived uncertainty for the different experienced online shoppers, especially when they are making decisions to extend their businesses