Investigating Impact of E-trust and Subjective Norms on Customers’ Acceptance of E-commerce Website (Case Study: Raja Passenger Trains Co)

Subject Areas : Jounal of Marketing Management

P. Ghafari Ashtiani ¹ , M. S. Horri ² , B. Gholami ³

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-09-23

Keywords: E-Commerce, Trust, Subjective norm, Attitude, perceived usefulness, perceived ease of use,

Abstract :

With the diffusion of the Internet people lives have undergone dramatic changes. This technology has enabled globalization and commercialization in the societies. Modern organizations depend on the Internet for their daily operations. Moreover, many organizations have started to conduct electronic commerce. Researches in the related fields have shown that the adoption of e-commerce leads to a variety of benefits such as cost reduction, product quality improvement, new customer or supplier contacts and the creation of new ways of selling existing products. The present research aimed at investigating the roles of e-trust and subjective norms in acceptance of e-commerce website by customers of Raja Passenger Trains Co. Statistical population of this research include total customers of Raja Passenger Trains Co. in Tehran who booked an e- ticket. The research hypotheses were tested through LISREL and structural equation model (SEM). The research results showed that perceived ease of use has positive effects on perceived usefulness and attitude toward use of e-commerce website; subjective norm has positive effects on perceived usefulness as well as attitude toward use of e-commerce website and intention to e-commerce website reuse. Moreover, e-trust has a positive effect on intention to e-commerce website reuse.