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, Vol.12 (5) Students need to be convinced about "what's in it for me?", rather than persuaded about the technology's hedonic benefits. Other affective variables such as an individual's affinity with computers and risk tolerance were also found to be important drivers of perceived ease of use and perceived usefulness, the TAM's key antecedents.

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The recent economic crisis has brought into focus how even open and highly interdependent economies in the European Union try to govern their economies according to territorially defined interests. The aim of this article is to examine an area, online gambling, with the technological and legal conditions that challenge approaches that favour economic patriotism. The article compares two cases, the UK and Italy that represent two different models of economic governance to argue that they are similar in which interests they seek to protect and at which level.

Comparison websites, also known as aggregators, have become a prominent aspect of e-business. They enable users to specify their requirements and then select from a range of sellers usually ranked according to price. Comparison websites also appeal to sellers as they refine users who are then more likely to buy. This paper analyses comparison websites using Amit and Zott's value creation in e-business model, with a specific focus on the service sector, drawing on secondary material and case studies from the UK. The paper also outlines the limitations of the value creation model, implications for practitioners and outlines areas for future research. IntroductionComparison websites, also known as aggregators, perform a matching function between buyers and sellers of products. They allow users to specify their requirements for a particular product and then present a table of sellers who can supply the product, usually sorted according to price. Revenue is typically obtained through advertising and/or commission payments when users click through and purchase a product or request information.In the UK, the focus of this paper, comparison websites have become an established part of e-business and in certain sectors have had a major impact, with financial services and utilities being major examples. This has seen websites, such as Moneysupermarket, uSwitch, Confused.com, GoCompare and Tesco Compare running extensive television advertising campaigns to grow awareness of their brands. ObjectivesThis paper outlines how comparison websites create value and is structured as follows. The paper firstly reviews the limited academic literature for comparison websites. Models of value creation are then introduced and the article outlines and justifies the chosen framework of analysis for this paper, Amit and Zott's value creation model. The methodology for the primary research is covered, primarily case studies, which included interviews with senior figures from the UK comparison websites Moneyfacts, Moneynet, OneCompare and uSwitch, and the cases are then analysed within the value creation model. The discussion then covers implications for practitioners, extensions to the model and areas for future research before concluding. Literature review Comparison websitesWhile there are numerous papers in the computing literature which consider the technical aspects in this field, namely retrieving and organising data from multiple sources, there are very few papers which cover this subject from a business and management perspective. Madnick and Siegel (2002) argue that aggregation is a threat for all organisations, as it has become far easier to do with advancements in software and can also be done without the knowledge or permission of the website owner. However, to this we can add that the reality is rather different as large organisations at least, do have some power: all UK comparison websites have complied with the demand of Direct Line, the largest UK insurer, that its information be excluded.Wan, Menon and Ramaprasad (2007) analy...