Research Model

Research Model:

• Empirical evidence suggests that relative advantage, defined as the degree to which using an innovation is perceived as being better than using the practice it supersedes (Rogers 1995), is consistently the best predictor of adoption/usage (measured through behavioral intent to use in the current study) (Agarwal and Prasad 1997; Karahanna et al. 1999; Moore and Benbasat 1991; Plouffe et al. 2001; Rogers 1995).

• Thus, we posit
  • H1: Overall perceptions of relative advantage of the web visà-vis a traditional channel will be positively related to behavioral intent to use the web.