The effect of exogenous factors on the Technology Acceptance Model for online shopping in the UAE

Abstract

This study tests the applicability of the Technology Acceptance Model (TAM) within an electronic commerce setting. It aims at examining the relationship between perceived ease of use, perceived usefulness and three exogenous factors (computer self-efficacy, security issues, and features of a website). The proposed modified TAM model has been tested with a survey sample of 324 which was distributed among undergraduate students in a local university in the United Arab Emirates (UAE). The data has been analysed using Structural Equation Modelling (SEM) to evaluate the strength of the hypothesised relationship. The implications of the findings of this study are discussed and suggestions for future research are presented in the paper.

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