A Study of Adoption Behavior for Online Shopping: An Extension of Tam Model

Abstract

 With the increase in the level of income of people have become more inclined towards technology. Technology has greatly influenced the way we live and do things. There has been a great shift from the slow paced life to a fast paced one with people striving to do and get things done in lesser time, which is only possible with the use of technological advancements. Though technology has immensely developed over the past years, but the fact remains that people still take time in adopting the technology. It is a big challenge for the business houses and marketing people to cope with the challenge of lack of technological acceptance. The paper summarizes online shopping behavior in a systematic way. A number of researches have dealt with online shopping, but purpose of this study is to analyze the intention to use online shopping and customer satisfaction with the extension of TAM model and other variables. The paper entails the study of the effect of selected variables: Perceived usefulness, Perceived Ease of Use used in the TAM model along with Trust, Perceived Enjoyment with the mediation effect of attitude that influences intention to use online shopping and customer satisfaction. The results supports the review of literature and states that there is significant relationship between the selected variables and attitude towards intention to shop online and customer satisfaction.

 

Keywords: Perceived Ease of Use, Perceived Enjoyment, Perceived Usefulness, TAM model.