Understanding customers' intention to use e-commerce in Bangladesh: An application of the technology acceptance model (TAM)

Abstract

Application of e-commerce has become an integral part of marketing due to an increasing diffusion of information and communication technology (ICT) throughout the world including Bangladesh. Due to its growing significance to the economy, it is critical to identify factors affecting customers' intention to use e-commerce in Bangladesh. This study used Technology Acceptance Model (TAM) to determine key factors influencing customers' intention to use e-commerce system. A structured questionnaire was used to collect data from 110 participants in Bangladesh. The collected data were analyzed using Partial Least Squares (PLS) methods, a statistical analysis technique based on the Structural Equation Modeling (SEM). The study found a significant positive effect of perceived usefulness and perceived ease of use on the behavioral intention of using e-commerce. However, the study found a negative effect of computer attitudes towards the customers' intention to use e-commerce system. The findings of this study have significant implications towards the intention of the users to use e-commerce in Bangladesh.