Perceived Characteristics of the Web Perceived characteristics of technology have been identified as a key variable to explain potential users' adoption intention and usage behaviour. Because different adopters might perceive attributes of a technology in different ways, their consequent behaviour related to the use of the technology might be different. Web site layout design and information content also are important in order to arouse initial consumers' interest to further explore a site [16]. Research in the e- commerce domain has shown that website features positively influence consumers' intention to engage in online activities [2]. The two major underlying models in the research context of the adoption of innovation and technology are the diffusion of innovations model and the technology acceptance model. A major focus in these studies has been how potential users' perceptions of the technology influence its adoption. Using the diffusion of innovations model of Rogers, the work of Tornatzky and Klein, and other existing instruments based on Rogers' taxonomy, proposed an instrument to measure various perceptions of information technology adoption [14]. Another widely tested model in the context of information technology adoption is the technology acceptance model (TAM), which is based on the theory of reasoned action [13]. Significant empirical research has used TAM to predict user acceptance of information technology and to examine consumers' behaviour on the Web. It involves two constructs that model the adoption of IT. First, perceived usefulness is the degree to which an individual believes that using a particular system would enhance one's job performance. Second, perceived ease of use is the degree to which an individual believes that using a particular system would be free of physical and mental effort. A major focus in these studies has been on how potential users' perceptions of the technology influence its adoption.