Applying TAM to Study Online Shopping Adoption Among Youth in the Republic of Macedonia

Kalina Trenevska Blagoeva and Marina Mijoska
Additional contact information
Kalina Trenevska Blagoeva: University Ss. Cyril and Methodius, Faculty of Economics, Republic of Macedonia
Marina Mijoska: University Ss. Cyril and Methodius, Faculty of Economics, Republic of Macedonia

from University of Primorska Press

Abstract: The purpose of the paper is to analyze factors that determine online shopping adoption among young people in the Republic of Macedonia. Online shopping is gaining popularity especially among youth in the Republic of Macedonia. It has been recognized in general that youth are strongly representative sample of today’s online population. This especially counts to online shoppers in our country. The proposed research framework is TAM based, extended with relevant constructs that are essential for online shopping– trust, website usability and customer service. They are particularly relevant determinants for the Republic of Macedonia having in mind the size of the market, underdeveloped delivery channels, and inability to use online payment, customs barriers etc. as predominant factors that can influence consumers final decision to shop online. Significance of the factors included in our extended TAM model is tested using regression analysis. From the results, all investigated factors are proven to be significant. For further research, moderating effects of demographic factors can be investigated as may contribute to deeper understanding of consumers’ attitudinal intention to shop online. Also, computer anxiety and web irritation can be observed as factors influencing behavior of online shoppers.

Keywords: TAM; online shopping; Republic of Macedonia (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.hippocampus.si/ISBN/978-961-7023-71-8/167.pdf full text (application/pdf)

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:prp:micp17:543-554

Access Statistics for this chapter

More chapters in MIC 2017: Managing the Global Economy; Proceedings of the Joint International Conference, Monastier di Treviso, Italy, 24–27 May 2017 from University of Primorska Press
Bibliographic data for series maintained by Alen Jezovnik ().