Modeling of user acceptance of consumer e-commerce website

As the consumer e-commerce market grows intensively competitive, the capability of a website to capture consumers and to be accepted has been recognized as a critical issue. The user acceptance of a website not only brings immediate business opportunities, it also casts great impact on future return and loyalty buildup of the consumer. This paper is intended to explore the measurement of consumer acceptance of e-commerce website. By synthesizing previous research into a coherent body of knowledge and by recognizing the roles of contingency factors, we develop a new e-commerce website acceptance model that examines the website success. ne model is extended from Garrity & Sanders Model and is expected to shed light on website design practice.