Journal
| Title | Consumers Attitude Affecting the E-Purchase in Retail Sector: A Study on Factors of Technological Acceptance Model (TAM) | |
| Author's Name | Altaf Ahmad Dar and Shabir A Bhat | |
| ISSN | 0974-7281 | |
| Page(s) | 22-34 | |
| Volume No. | 9 | |
| Issue Month | January 2017 | |
| Keywords | E-tailing, perceived usefulness, perceived ease of use, privacy, security, capability (Self-efficacy) and trust. | |
| Abstract | The study investigates consumers attitude affecting the E-purchase in retail sector. This study finds out the factors/ determinants associated with consumers that have impact on e-purchase. This current study developed the theoretical model based on Technological Acceptance Model (TAM) by incorporating the variables such as perceived usefulness, perceived ease of use, compatibility, privacy, security, capability (Self-efficacy) and trust. The study collected the data from a sample of 374 users of Etailing. The data collection tool was a structured questionnaire. The reliability of the tool was confirmed by Cronbach’s alpha coefficient which was above the threshold (0.7) for all variables.The data were analyzed by correlation and regression to determine the relationship between dependent variables and independent variables. The results revealed that Perceived Usefulness, Ability to use (Self Efficacy), Relationship building and Trust have a positive effect on use of internet for E-purchase (E-tailing) where asprivacy and security have negative relation with use of internet for E-purchase (E-tailing). However the value of impact varies slightly from variable to variable. Therefore retailing companies should build and devise trust worthy strategies that would reduce insecurity in consumers and more and more consumers can be attracted to e-purchase. |
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