The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model

María Eugenia Rodríguez-López, Elena Higueras-Castillo, Álvaro J. Rojas-Lamorena and Juan Miguel Alcántara-Pilar

Technological Forecasting and Social Change, 2024, vol. 198, issue C

Abstract: The shoppable TV, which allows the purchase of products appearing in TV programmes directly, is a digital trend that is not implemented in most markets, but companies such as Amazon and NBC Universal have proposed the first sales systems. The aim of this research is to forecast the adoption intention of this technology by applying the Technology Acceptance Model. Structural equation modelling (PLS-SEM) has been applied to a sample of 283 participants. The results indicate that shopping enjoyment is particularly important in generating attitudes toward this type of consumption, and this increases the intention to use Shoppable TV.

Keywords: TAM; TV-shopping; Enjoy shopping; Intention; Perceived usefulness; Ease of use (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:198:y:2024:i:c:s0040162523006716

DOI: 10.1016/j.techfore.2023.122986

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