The effect of task-technology fit on purchase intention: The moderating role of perceived risks

Yu-Shan Chen and Stanley Y.B. Huang

Journal of Risk Research, 2017, vol. 20, issue 11, 1418-1438

Abstract: Electronic commerce to date has experienced rapid growth, and online purchases have become very popular among online consumers. To successfully attract online consumers and benefit from doing so, e-tail product providers should learn about consumers’ purchase intention, its antecedents, and moderators. This study proposes a research model of purchase intention using perceived performance risk and perceived privacy risk as moderators based on a perspective of task-technology fit. In the proposed model, purchase intention is positively influenced by three antecedents: task-technology fit, perceived navigation, and perceived reputation. Each model path is moderated by perceived performance risk and perceived privacy risk, respectively. Empirically testing using a survey of 749 registered members (consumers) from the database of Taiwan’s largest e-learning commercial website confirms that task-technology fit, perceived navigation, and perceived reputation positively influence purchase intention. The relationship between task-technology fit, perceived navigation and purchase intention are significantly moderated by the perceived performance risk and perceived privacy risk. Finally, managerial implications and limitations of our findings are discussed.

Date: 2017
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DOI: 10.1080/13669877.2016.1165281

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