A Study on Tam: Analysis of Customer Attitudes in Online Food Ordering System

Serhat Murat Alagoz · Haluk Hekimoğlu

147 citations0/0 files storedProcedia - Social and Behavioral Sciences

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

While e-commerce is rapidly spreading around the world, the food industry also began to take its‟ place in this growing area. The purpose of this study is to investigate the factors that influence the attitude of internet users towards online food ordering in Turkey among university students. It uses the Technology Acceptance Model (TAM) (Davis, 1986) as a theoretical grounding to study adoption of using the Web environment for ordering food. In addition to TAM; Trust, Innovativeness and External Influences are added to the model as main factors that influence internet users attitudes. The research universe is composed of undergraduate and graduate students. Studying a homogeneous group allows us to overcome potential side effects of studying a heterogeneous group with diverse internet usage habits.

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2019Diffusion of Innovations 1 1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1995Understanding Information Technology Usage: A Test of Competing Models 2003Trust and TAM in Online Shopping: An Integrated Model1 2001Extending the TAM for a World-Wide-Web context 1998A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology

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