Title: A study on consumers' online shopping behaviour: an integrated model

Authors: Nam Tien Duong; Thuy Dung Pham Thi

Addresses: Department of Science, Technology and International Projects, Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Ward 15, Binh Thanh District, Ho Chi Minh City, Vietnam ' Department of Science, Technology and International Projects, Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Ward 15, Binh Thanh District, Ho Chi Minh City, Vietnam

Abstract: Although many studies have used the technology acceptance model (TAM) to investigate consumers' online shopping behaviour, few have explored the dynamic nature of the flow experience during the information search process. This study adds the flow experience as a variable in TAM to examine its full picture. Data was collected from 620 participants with an online shopping experience, and structural equation modelling was used for analysis. The results showed that consumer contentment has the best path coefficient of 0.81 to behavioural intention, indicating that good consumer contentment affects consumers' purchase behaviour. In addition, the results showed a direct relationship between trust and consumer contentment, with trust having a reinforcing effect on purchase intention. Consumer contentment is accumulated from the consumer experience, and thus, it can be understood that contentment and trust are not independent of each other but mutually interact.

Keywords: technology acceptance model; TAM; contentment; consumer; experience; flow.

DOI: 10.1504/IJTMKT.2024.139757

International Journal of Technology Marketing, 2024 Vol.18 No.3, pp.314 - 338

Received: 16 Mar 2023
Accepted: 16 Nov 2023
Published online: 05 Jul 2024 *

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