Singh, Nitish; Fassott, Georg; Chao, Mike C.H.; … - In: International Marketing Review 23 (2006) 1, pp. 83-97
Purpose – The technology acceptance model (TAM) has been one of the most influential theories in the information technology literature, but it has not been used in the marketing literature to understand consumer acceptance of international web sites. Thus, the purpose of this study is to use...