Title: Technology trust and online purchase behaviour: a multidimensional research model

Authors: Masood Ul Hassan; Zeeshan Iqbal; Waqar Nazeer

Addresses: Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan

Abstract: This study aimed to investigate the parsimonious relationship between technology trust and online purchase behaviour along with the key constructs of technology acceptance model (TAM) and theory of reasoned action (TRA). Furthermore, this research also aimed, whether the integration of two well-known behavioural models (TAM and TRA) provides strong theoretical basis for predicting the individuals' behaviour towards the adoption of online shopping. Questionnaire-based survey was conducted among the students in order to collect the data. After yielding data, PLS-SEM approach was applied to test the hypothesised relationships. The empirical results demonstrated that technology trust and perceived usefulness are the key components of online shopping. Moreover, the theoretical and managerial implications, study limitations and directions for future research are also discussed.

Keywords: theory of reasoned action; TRA; technology acceptance model; TAM; online shopping; Pakistan.

DOI: 10.1504/IJBFMI.2019.105342

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.4, pp.464 - 478

Received: 22 Jun 2019
Accepted: 13 Oct 2019
Published online: 24 Feb 2020 *

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