Explaining online Purchase Intention: Validating Technology Acceptance Model via Structural Equation Model

摘要

This study was conducted to explore the determinants affecting the intention to accept the use of technology in the online services sector by customers. Based on the theoretical model that includes the theory of technology accepting model (TAM) in this study, a revised model was proposed for a better explanation of the online service. Furthermore, the purpose of the research was to determine the impact of perceived ease of use, perceived usefulness and customer attitudes on online purchase intention. The proposed model was tested using survey data of 220 respondents. SPSS 22.0 and Statistica 8.0 were used for the data analysis. The data was analyzed using structural equation modeling. The results of the analysis showed that the TAM model is appropriate in the context of adopting online sales services by the customer. In addition, attitudes and perceived ease of use technology for online reservation users have been identified as the most important factor driving customers to adopt online booking.com services. Our findings through the study can allow service providers (travel agents, hostels, transportation, etc.) to develop strategies and improve their services in order to increase the adoption of technology over the Internet and accepting its use by customers.