Online prescription filling possesses great market potential; however, consumers' perception of uncertainty tends to impede their adoption of online prescription filling. Trust is recognized as a critical factor affecting online shopping in general. We contend that trust can help consumers overcome perceived uncertainty, thereby enhancing their intention to adopt online prescription filling. Drawing on prior research on trust and theory of transaction cost economics, this paper proposes a research model that encompasses three trust antecedents, two sources of uncertainty, and the relationships among trust, uncertainty, and the consumer's intention to adopt online prescription filling. The model was tested empirically using a large sample. It is found that (1) calculus-based, knowledge-based, and institution-based trust antecedents significantly affect trust, (2) information asymmetry and online drug retailers' opportunistic behavior contribute to perceived uncertainty, (3) trust reduces uncertainty and positively affects intention, and (4) uncertainty influences intention negatively.
The main purposes of this paper are to identify critical success factors (CSFs) for electronic commerce (e-commerce) in Thailand and explain the major influences behind these factors. Detailed case studies of nine e-commerce companies from different industries in Thailand were conducted. Results showed that social behavior and national culture, more specifically issues pertaining to trust and shopping behavior, were the major influences for the success of e-commerce in Thailand. The phenomenon could be partly explained by Hofstede's cultural dimensions. Thailand's infrastructure also played an important role in the success of its ecommerce development. The findings provide a framework to guide the development of ecommerce ventures in Thailand and other developing countries with similar cultures and infrastructures.
PurposeThe declining participation of young American females in computing fields negatively impacts diversity in the computing‐related workforce. While computing in China is also dominated by men, career prospects are positively perceived by Chinese women. The purpose of this paper is to investigate both countries' female gender perceptions toward computing and two influencing psychological factors, computer anxiety and computer self‐efficacy (CSE). To better understand American females' perception toward computing, these factors are compared to those of Chinese women.Design/methodology/approachThe paper tried to understand gender perception toward computing, which is believed to be one factor influencing female participation in computing. The paper examined 137 American female students and 145 Chinese female students. All students were non‐IT‐related business majors. The survey contained the following scales: gender typing scale, CSE scale, and computer anxiety rating scale. The paper used the model comparison technique in structural equation modeling to develop the proposed model demonstrating the relationship among the three psychological factors.FindingsIt is found that American females perceive that computing is for females, but Chinese females perceive that computing is for both males and females. Computer anxiety has a direct influence on gender perception toward computing for both groups. CSE, however, does not have a direct influence on gender perception toward computing for both groups. CSE also has a direct relationship with computer anxiety. The extent to which each factor influences other factors is different between both groups and this reveals interesting implications.Social implicationsThe authors believe that to properly encourage female participation in computing, it is important to emphasize two areas in education. In order to lower computer anxiety and increase CSE, educators need to promote basic computer skills and provide a fundamental knowledge of computers and information technologies. A more positive perception by females could be created through a stronger awareness of female roles in computing. Classroom discussions including more examples of positive female role models in computing is necessary. Female professionals need to support each other and encourage young females to pursue computing‐related education fields and careers.Originality/valueThere is an important need to understand the decline of American female participation in computing. Few researchers have investigated gender perception toward computing with computer anxiety and CSE. Furthermore, a model explaining the relationship of the three factors previously had not been presented. This paper not only investigated how computer anxiety and CSE influences gender perception toward computing, but also compared these results between American and Chinese females. A suggested guideline to improve gender perception of American females was developed.
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