The extension of TAM: The effects of social media and perceived risk in online purchase

摘要

This present study is designed to propose a conceptual framework extended from the previously advanced Theory of Acceptance Model (TAM). The framework makes it possible to examine the effects of social media, and perceived risk as the moderating effects between intention and actual purchase to be able to advance the Theory of Acceptance Model (TAM). 400 samples will be randomly selected among Saudi in Jeddah, Dammam and Riyadh. Data will be collected using questionnaire survey. As the research involves the analysis of numerical data, the assessment is carried out using Structural Equation Model (SEM). The hypothesis will be tested and the result is used to explain the proposed TAM. The findings from the present study will be beneficial for marketers to understand the intrinsic behavioral factors that influence consumers' selection hence avoid trial and errors in their advertising drives.