Analysis of the Factors that Influence Online Purchasing

Donald Louis Amoroso · D. Scott Hunsinger

37 citations0/0 files storedDigitalCommons - Kennesaw State University (Kennesaw State University)

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

This paper reviews recent studies related to the Technology Acceptance Model (TAM) in order to derive an extended model that examines online purchasing by consumers. Our model expands the original TAM by including additional constructs including privacy, trust, perceived risk, e-satisfaction, and e-loyalty. We surveyed over 1,850 consumers in the United States and Australia using an instrument that yielded respectable reliability and validity. The findings suggest that our expanded model serves as a very good predictor of consumers' online purchasing behaviors. The linear regression model shows a substantial amount of variance explained for Behavioral Intention (R2 = .637). We also discover interesting but unexpected results that provide the need for future research. This paper adds to our understanding of the factors influencing online purchasing. Future researchers can refine our model and instrument to further explain consumers’ acceptance of Internet-based applications.

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References

1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2003Trust and TAM in Online Shopping: An Integrated Model1 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model 2002Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior 2003E‐satisfaction and e‐loyalty: A contingency framework 1997Gender Differences in the Perception and Use of E-Mail: An Extension to the Technology Acceptance Model1 2001Information Technology Acceptance by Individual Professionals: A Model Comparison Approach*2002Enticing online consumers: an extended technology acceptance perspective

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