Some researchers have already given proof for this is empirical studies. Lee, Fiore, and Kim(2006) use a simplified version of the TAM to explain the effects of image interactive technol-ogies on AT and BI toward online retailers. They found that the TAM’s success in predictingbehaviors from AT and BI is well documented in business and technology applications. Further-more, Moon and Kim (2001) found considerable support for the mediation of AT and BI. Inaccordance with the related literature, this study tested the following hypotheses: