Shopping in Cyberspace: Adolescent Technology Acceptance Attitude with Decision-Making Styles

Han-Jen Niu
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Han-Jen Niu: Management Science Department, Tamkang University, New Taipei City, Taiwan ROC

International Journal of Technology and Human Interaction (IJTHI), 2014, vol. 10, issue 3, 1-18

Abstract: Researchers have explored adolescents' online buying habits as the internet has developed and teenagers' incomes have increased. In this study, that tries to understand adolescent buying behavior, and adolescent decision-making styles as input variable and online shopping behavior as output variable. The Technology Acceptance Model (TAM) is included as a moderating variable. A total of 1,614 adolescents aged 16 to 30 in Taiwan were participants. Correlation, regression, and covariance analyses were used. Results show a positive correlation between adolescents' consumer decision-making styles and purchasing behavior (including planned and unplanned purchases). In addition, compulsive purchases under unplanned purchases showed a positive moderating effect. Recognition of ease of use in TAM had a positive moderating effect on compulsive purchases categorized under unplanned purchases. This research examined the moderating effect of variables in TAM, verifying their effects.

Date: 2014
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