This paper examines human motivations underlying individual acceptance of business-to-consumer (B2C) electronic commerce services. Such acceptance is the key to the survival of firms in this intensely competitive industry. A modified theory of planned behavior (TPB) is used to hypothesize a model of e-commerce service acceptance, which is then tested using a field survey of 172 e-brokerage users. We found TPB was useful in explaining e-commerce service acceptance, however, acceptance motivations were significantly different from that of typical IS products. Based on a broader conceptualization of TPB's subjective norm to include both external (mass-media) and interpersonal influences, we report that subjective norm is an important predictor of e-commerce acceptance, behavioral control has minimal impact on e-commerce acceptance, and external influence is a significant determinant of subjective norm. Implications of these findings in light of e-commerce research and practice are discussed.

A. Bhattacherjee

IEEE Transactions on Systems Man and Cybernetics - Part A Systems and Humans

IEEE TRANSACTIONS ON SYSTEMS, MAN, AND CYBER​​NETICS: SYSTEMS 的范围包括系统工程领域。它包括与大型系统的定义、开发和部署相关的任何系统工程生命周期阶段的问题制定、分析和建模、决策制定和问题解释。此外，它还包括系统管理、系统工程过程以及优化、建模和仿真等多种系统工程方法。

The scope of the IEEE Transactions on Systems, Man, and Cybernetics Part A: Systems and Humans journal encompasses the field of systems engineering. It addresses issues related to the definition, development, and deployment of large systems across various phases of the systems engineering lifecycle, including problem formulation, analysis and modeling, decision-making, and problem interpretation. Additionally, it covers system management, systems engineering processes, and a variety of systems engineering methods such as optimization, modeling, and simulation.

IEEE Transactions on Systems, Man, and Cybernetics Part A: Systems and Humans 期刊的范围涵盖系统工程领域。它涉及与大型系统的定义、开发和部署相关的各个系统工程生命周期阶段，包括问题的制定、分析和建模、决策制定以及问题的解释。此外，该期刊还关注系统管理、系统工程过程，以及优化、建模和仿真等多种系统工程方法。

IEEE Transactions on Systems, Man, and Cybernetics Part A:Systems and Humans

Acceptance of e-commerce services: the case of electronic brokerages

It is reported that subjective norm is an important predictor of e-commerce acceptance, behavioral control has minimal impact on e- commerce acceptance, and external influence is a significant determinant of subjective norm.

Acceptance of e-commerce services: the case of electronic brokerages

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