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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business Forecasting and Marketing Intelligence
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
