Title: Factors affecting the online social shopping intention of adolescents in Taiwan - an extension of technology acceptance model

Authors: Li-Min Chuang; Hsiu-Hao Liu; Ming-Shien Kuo

Addresses: The Department of International Business, Chang Jung Christian University, Tainan City, 711301, Taiwan ' College of Management, Chang Jung Christian University, Tainan City, 711301, Taiwan ' The Student-Learning Section, Chang Jung Christian University, Tainan City, 711301, Taiwan

Abstract: Previous TAM studies regarding online shopping mainly focused on website quality, brand reputation or trust, and have not applied this model to social media. Therefore, this study is expected to add different constructs into the research model. As adolescents are one of the main groups using community websites and social media, this study explores adolescents' online social shopping intention with an extension of the technology acceptance model. The 385 valid questionnaires was analysed and verified by structural equation modelling, and the results show that social presence, trust, and perceived enjoyment can have a positive impact on attitude through perceived usefulness and perceived ease of use, and attitude can have a positive impact on intention. The results of this study extend the explanatory power of TAM regarding the online social shopping of adolescents.

Keywords: online social shopping; technology acceptance model; TAM; social presence; trust; perceived enjoyment; Taiwan.

DOI: 10.1504/IJMC.2024.140251

International Journal of Mobile Communications, 2024 Vol.24 No.2, pp.171 - 193

Received: 16 Sep 2021
Accepted: 07 Aug 2022
Published online: 01 Aug 2024 *

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