Exploring the Impact of Technology Acceptance Model Constructs on Consumer Behavior in SMEs: with A focus on E-Marketing Strategies

Faruk Ahmeti and Hykmete Bajrami

Economic Studies journal, 2024, issue 1, 66-88

Abstract: In today’s competitive digital landscape, where the Internet has become an integral part of people's daily lives, it is crucial to prioritize user experience and satisfaction, particularly when it comes to web pages. This study seeks to elucidate the importance of specific elements of the TAM model concerning user behaviour in the realm of web design. Using an exploratory approach, the study employed an anonymous questionnaire (utilizing a Likert scale) to gather data from website users. The research sample's adequacy was assessed using Cronbach's alpha and Kaiser-Meyer-Olkin (with 148 respondents), by identifying factors impacting user behaviour, such as website content quality (including the quality and availability of information), and design quality (including appearance, website findability, navigation, and access/usability). Additionally, the study investigated perceived usefulness, ease of use, and attitude toward website use. Pearson correlation coefficients were used to calculate values, and the lower triangle method was utilized to determine the resulting coefficient values. Analysis revealed that website usability and page orientation did not have a significant impact on actual website usage. The study outcome has produced a model that can determine the influence of specific factors on user behaviour concerning their overall user experience.

JEL-codes: D90 L86 M15 M31 (search for similar items in EconPapers)
Date: 2024
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