Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model

Tam To Nguyen, Huong Thi Thu Truong and Tuan Le-Anh

SAGE Open, 2023, vol. 13, issue 4, 21582440231218814

Abstract: This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and extended technology acceptance model (TAM). The results showed that TAM factors, perceived value, and perceived enjoyment had significant effects on attitude toward online purchase, while the TPB inputs, perceived enjoyment, and e-commerce exchange image played strong roles in influencing online purchase intention. The results also showed that perceived enjoyment helped to raise the predictive power of attitude dramatically, while the e-commerce exchange image contributed a high portion to explain online purchase intention variation. The results indicated that the e-commerce trading platforms need to focus on improving their images and on increasing customers’ experience to improve their business performance.

Keywords: online purchase intention; theory of planned behavior; technology acceptance model; perceived value; E-commerce exchange image (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231218814

DOI: 10.1177/21582440231218814

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