Theory Acceptance Model and Purchase Intention in Online Shopping

DOI

10.2991/assehr.k.200827.042How to use a DOI?

Keywords

Theory Acceptance Model (TAM), Purchase Intention and Structural Equation Modeling (SEM)

Abstract

This study aims to analyze the effect of Theory Acceptance Model (TAM) on Purchase Intention. The analysis technique used in this study is the Structural Equation Model (SEM). With a total of 200 respondents. The results showed that the perceived ease of use influences customer’s perceived usefulness, trust and purchase intention. Perceived usefulness influences customer’s benefit and purchase intention. Benefits do not affect the purchase intention. A customer’s trust influences customer’s perceived usefulness and purchase intention. From the results of the sobel test it was also found that perceived usefulness and trust were mediating variables.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nova Adhitya Ananda
AU  - Muhammad Nur Fietroh
AU  - Mikhratunnisa Mikhratunnisa
AU  - Reza Muhammad Rizqi
PY  - 2020
DA  - 2020/08/28
TI  - Theory Acceptance Model and Purchase Intention in Online Shopping
BT  - Proceedings of the 1st Annual Conference on Education and Social Sciences (ACCESS 2019)
PB  - Atlantis Press
SP  - 165
EP  - 169
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200827.042
DO  - 10.2991/assehr.k.200827.042
ID  - Ananda2020
ER  -