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.
