TAM Model Evidence for Online Social Commerce Purchase Intention

Zhang Ying, Zeng Jianqiu, Umair Akram and Hassan Rasool
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Zhang Ying: School of Economics and Management, Beijing University of Posts and Telecommunications, China
Zeng Jianqiu: School of Economics and Management, Beijing University of Posts and Telecommunications, China
Umair Akram: Guanghua School of Managment, Peking University, China

Information Resources Management Journal (IRMJ), 2021, vol. 34, issue 1, 86-108

Abstract: The aim of this research is to use the Technology Acceptance Model (TAM) to investigate the potential antecedents of online purchase intention in social commerce environments. Data were collected from 513 online survey participants in China. Structural Equation Modeling (SEM) techniques was used to test the study hypotheses. The findings reveal that website quality, trust, and electronic Word Of Mouth (eWOM) positively influence online purchase intentions. Furthermore, perceived ease of use and perceived usefulness significantly and positively moderate the relationship between website quality and online purchase intention. These survey results help provide a more comprehensive understanding of online purchase intentions in social commerce in China. The findings and conclusion address notable implications for theory and managers.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:rmj000:v:34:y:2021:i:1:p:86-108

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