E-commerce self-efficacy (ESE), or the beliefs in one's capabilities to organize and execute courses of Internet actions required to produce given achievement, is a potentially important factor to explain the consumers? decisions in e-commerce use, such as intention to shop online. In this study we apply the social cognitive theory on the area of Ecommerce; we developed a conceptual model that can explore our understanding for consumer behaviour toward online Shopping. Subsequently this research will empower the Internet marketing.
International Journal of Accounting Information Science and Leadership,
Vol. 1, no. 1 (2008), pp. 96-103