Evaluating the Role of Perceived Usefulness, Perceived Ease of Use and Perceived Risk in Online Shopping: Application of Technology Acceptance Model towards the Online Purchase Intention

Abstract

The Technology Acceptance Model (TAM) derived by Davis (1989) has been widely accepted to predict the intention to use online shopping. Thus, this study endeavours to address the intention for online shopping among the Sri Lankan women with TAM to provide insights on developing online marketing strategies in Sri Lankan context and validate the application of TAM in developing country contexts. The conceptual model of technology acceptance model with integrating the perceived risk is proposed to use in examining the online shopping behavior of consumers. The sample of the study consisted of a total of 134 women in Colombo District, Sri Lanka and data were collected through the administration of a structured questionnaire. Spearman rank correlation coefficient and kruskalwallistest were employed to test hypothesis and other expectations. The results of the study revealed that Perceived usefulness, Perceived ease of use and Perceived risk can be accepted as the determinants of Online purchase intention. It demonstrates both age groups and occupational levels exist statistical differences on Perceived usefulness, and Online shopping intention, while there is no statistical difference on Perceived risk. Overall this research is important in the sense that it investigates the nature of the technology acceptance of female related purchasing in the South Asian context.