Adaptable and Adaptive E-Commerce Interfaces: An Empirical Investigation of User Acceptance
Electronic Commerce (E-Commerce) is becoming more competitive, particularly with increasing diversity of online consumers. However, the personalization of user interface can establish one-to-one customer relationships in e-commerce, by two contrasting approaches: adaptable and adaptive. This paper aims to evaluate three interaction approaches in e-commerce: adaptable, semi-adaptive and fully adaptive. It aimed at measuring attitudes toward these interfaces in accordance with the following factors: Perceived Ease Of Use (PEOU), Perceived Benefits (PB) and Behavioral Attitudes (BA). The three constructs were extracted from the Technology Acceptance Model (TAM).