Technology acceptance model and the paths to online customer loyalty in an emerging market

Nguyen Thi Tuyet Mai (), Takahashi Yoshi () and Nham Phong Tuan ()
Additional contact information
Nguyen Thi Tuyet Mai: Faculty of E-commerce, Vietnam University of Commerce
Takahashi Yoshi: Graduate School for International Development and Cooperation, Hiroshima University
Nham Phong Tuan: Faculty of Business Administration, University of Economics and Business, Vietnam National University

Tržište/Market, 2013, vol. 25, issue 2, 231-248

Abstract: The technology acceptance model (TAM) has been well-known for decades. However, the global adoption of the Internet creates new interests in utilizing TAM in e-commerce and the post-consumption intention, especially in emerging markets. Data was collected from 758 online customers via a web-based survey in Vietnam. Particular contribution of the results is that perceived usefulness, perceived ease of use, fairness, trust and the quality of the customer interface have direct or indirect impacts on customer satisfaction and customer loyalty. Moreover, in emerging markets, trust was outlined as the strongest factor contributing to customer satisfaction and leading to customer loyalty.

Keywords: technology acceptance model; online shopping; emerging markets; customer loyalty (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hrcak.srce.hr/file/165334 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:25:y:2013:i:2:p:231-248

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).