Factors Influencing Consumer's Intention To Purchase In E-commerce
마리오 호세 엔리크
Management information system e - commerce Technology Acceptance Model Risk Previous experience;
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The purpose of this research is to explain which factors influence consumer intention to purchase in e-commerce through a multi-perspective study on the influence of the technology acceptance model (TAM), perceived risk, and previous purchase experience over consumer's intention to purchase. As well, I included the effect of intention to purchase on actual purchase The sample for this research was collected from 240 students from two different departments at University of Ulsan, South Korea. SPSS and AMOS were used to test the hypotheses of the structural equation model. The findings of the study suggest that perceived ease of use, perceived usefulness and previous purchase experience positively affect the consumer's intention to purchase in e-commerce. However, not as expected, the relationship between perceived risk and intention to purchase was not found. This unexpected result may be derived from the data. This study empirically shows that in e-commerce, intention to purchase can be explained by using a multi-perspective analysis using the TAM model and previous purchase experience. This study also adds a different explanation on consumer buying behavior while shopping online compared to different factors that had been previously studied separately. Thus, managers should incorporate more effective strategies that boost up the online purchase intention of the consumers in their marketing plans by focusing their efforts and resources on those factors affecting consumer's intention to buy among the constructs in the proposed research model.