LITERATURE REVIEW2.1. Perceived Cha

LITERATURE REVIEW
2.1. Perceived Characteristics of the Web
Perceived characteristics of technology have been identified as a key variable to explain potential users’ adoption intention and usage behaviour. Because different adopters might perceive attributes of a technology in different ways, their consequent behaviour related to the use of the technology might be different. Web site layout design and information content also are important in order to arouse initial consumers’ interest to further explore a site [16]. Research in the ecommerce domain has shown that website features positively influence consumers’ intention to engage in online activities [2]. The two major underlying models in the research context of the adoption of innovation and technology are the diffusion of innovations model and the technology acceptance model. A major focus in these studies has been how potential users’ perceptions of the technology influence its adoption.