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Vol.3 , No. 3, Publication Date: Sep. 20, 2017, Page: 12-19
 is one of the most widely used models for testing technological acceptance. Technology which is pervasive in nature has penetrated into almost all fields. It is one of the major determinants of innovation and development. E-commerce is one such filed of application of technology. With the innovation in marketing technique by application of technology, there is a new platform created for buyer, i.e., “internet”. Consumers have several benefits of making purchases here. It is interesting to understand the reasons for acceptance of technology. This area of consumer behaviour research has attracted many researchers in the west and other developing countries. India being a hot spot for investment from FDI’s in many industries has also attracted FDI in e-retail. In this regard, it becomes relevant to study the Technology Acceptance Model with reference to the consumer acceptance of technology for purchases. There are five stages of consumer decision making process and today technology has intervened in almost all stages. This research study tries to dig some literature with respect to application of TAM in consumer behaviour towards e commerce and related activities. It is an exploratory research which throws light on understanding TAM model with reference to understanding the determinants of behavioural intention of consumers using internet technology.&picture=http://www.aascit.org/aascit/decorators/img/journal/929.jpg)
| [1] | Kavya Shree Kuduvalli Manjunath, International School for Business and Research, Bangalore, India. |
| [2] | Manasa Nagabhushanam, International School for Business and Research, Bangalore, India. |
Technology acceptance model (TAM, Davis 1986) is one of the most widely used models for testing technological acceptance. Technology which is pervasive in nature has penetrated into almost all fields. It is one of the major determinants of innovation and development. E-commerce is one such filed of application of technology. With the innovation in marketing technique by application of technology, there is a new platform created for buyer, i.e., “internet”. Consumers have several benefits of making purchases here. It is interesting to understand the reasons for acceptance of technology. This area of consumer behaviour research has attracted many researchers in the west and other developing countries. India being a hot spot for investment from FDI’s in many industries has also attracted FDI in e-retail. In this regard, it becomes relevant to study the Technology Acceptance Model with reference to the consumer acceptance of technology for purchases. There are five stages of consumer decision making process and today technology has intervened in almost all stages. This research study tries to dig some literature with respect to application of TAM in consumer behaviour towards e commerce and related activities. It is an exploratory research which throws light on understanding TAM model with reference to understanding the determinants of behavioural intention of consumers using internet technology.
Keywords
TAM, E Commerce, Internet Purchases, Buying Decisions, Consumer Behaviour
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