Consumers Perception towards E Shopping Impact of Technology acceptance Model on E Trust and Repurchase Intention

Abstract

Purpose The purpose of this study is to identify the various factors that determine consumers perception towards online shopping. As increasing number of consumers are turning to webstores to make their purchases. Yet, many webstore are going out of business or retrenching. Hence, to retain, attract and satisfy online consumers, e-retailers need to know the various evaluative criteria s consumers use while selecting a particular webstore. In this back drop, the study aims to propose a revised Technology Acceptance Model (TAM) by integrating e-shopping determinants (web design, perceived safety and perceived benefits) and e-shopping outcomes (e-trust, e-satisfaction and behavioural intention to repurchase) to conceptualize and empirically measure the influence of e-shopping determinants and TAM determinants on e-shopping outcomes. Specifically, the study examines direct and indirect effect of web design, perceived safety, and perceived benefits on e-trust and behavioural intention to repurchase through intermediate variables i.e. perceived usefulness and perceived ease of use. newlineDesign/methodology/approach A structured questionnaire was developed to carry survey on online shoppers. Data has been collected from 660 e-shoppers via both online and offline mode. The target population includes consumers with some online shopping experience from Jammu and Kashmir. Non-probability sampling has been adopted for data collection because of non-availability of sampling frame. Structural Equation Modelling (SEM) has been adopted to confirm model fit and determine the various causal relationships. Moreover, Z-test, analysis of variance (ANOVA) and Post Hoc (HSD) has been carried out to check mean difference across various demographic variables. newlineFindings The study has found that web interface and web information are the two significant dimensions of web design; security, privacy and reliability are the significant dimensions of perceived safety; and convenience, enjoyment and interactivity and the significant dimensions...