Adding Perceived Access Barriers To Technology Acceptance Model: Perceived Social Presence Effect On On-line Consuming Behavior

On-line consuming is now gradually becoming one of the central forms of human consuming behavior. Through the process of on-line consuming, consumers can get a great deal of experience and feelings. Among those, cost and access may hinder decision and consuming more or less. Besides, website itself can also have some influence and it can convey different level of perceived social presence.On the basis of Technology Acceptance Model, beyond perceived usefulness and perceived ease of use, we add perceived access barriers as the third internal belief to the model. Those three internal beliefs can directly influence person's attitude to consuming behavior, then have an effect on his/her intension and finally influence the real consuming behavior. Moreover, we also consider the effect of perceived social presence, together with the TAM, in order to research how people consume on-line.By a survey of 210 consumers, we complete a questionnaire and then apply it in the later experiment. We design a virtual website for on-line concert tickets selling to test what people think during the process of buying.102 students participated in the experiment under four conditions and finally we found those conclusions as following:1) Perceived ease of use and perceived usefulness can directly influence consuming attitude and intension positively, and perceived access barriers can directly influence consuming attitude and intension negatively;2) Perceived ease of use has positive relationship with perceived usefulness, while perceived access barriers has negative relationship with perceived usefulness;3) Perceived usefulness can fully mediate the relationship between perceived ease of use and attitude, also do between perceived access barriers and attitude;4) Perceived social presence has positive effect on perceived usefulness and perceived ease of use, but negative effect on perceived access barriers. In addition, perceived social presence influence attitude and intension positively;5) Perceived usefulness and perceived access barriers can fully mediate the relationship between perceived social presence and attitude, and the former is much more effective.