Abstract
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 study 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 Behavioural Attitudes (BA). The three constructs were extracted from the Technology Acceptance Model (TAM). Pursuing the aims, an experimental E-Commerce platform was implemented with three different product catalogue conditions: adaptable, semi-adaptive and fully adaptive. An independent group of participants (n=60) were instructed to perform three tasks using each of the product catalogues. The tasks were designed with one complexity level in order to control the effect of task complexity on participant attitudes. Upon completion, the participants completed a questionnaire devised specifically for this study. The results showed that the semi-adaptive interface ranked first for all aspects of user acceptance. The adaptable interface ranked second for acceptability and preference and the fully adaptive interface ranked third.