Consumer acceptance of the internet as a channel of distribution in Taiwan—a channel function perspective

A study of consumer acceptance of the Internet as a channel of distribution in Taiwan was conducted using a channel function perspective. The Technology Acceptance Model (TAM) was adopted as the theoretical basis on which to develop the research framework. The relevant research hypotheses were examined in three online channel function environments (i.e., information collection, financial payments, and product variety/assortment). Most of the hypotheses were supported by the empirical findings. The implications of these findings are highlighted, and suggestions for future research are noted as well.