The business-to-consumer aspect of electronic commerce (EC) is the most visible business use of the World Wide Web (WWW). A virtual store allows companies to provide product information and offer direct sales to their customers through an electronic channel. Success in this business is dependent on understanding the concerns of customers and identifying the factors that promote the intention to use a virtual store. Thus, this paper aims to examine the human motivations underlying individual behavioral intention to use a virtual store in Korea. This study employs TAM (technology acceptance model) as 652

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