Structural Model Comparison of the Determining Factors for E-Purchase

Abstract

This study investigates relationships among intrinsic and extrinsic

motivational factors of e-purchase. Three alternative causal models

capturing the relationships among perceived ease-of-use, perceived

usefulness, perceived enjoyment, perceived security, and e-purchase are

developed and tested empirically. Structural equation analysis results

show that the dual mediation impact model with perceived ease-of-use

as the mediator is the best-fit model. Implications and research

directions are discussed.