Using Technology Acceptance Model to Study Consumer Purchase Intention and Purchase Behavior on the Online Platform

Abstract

With the rapid development of technology and the internet people’s consumption habits have changed greatly Taking advantage of modern people’s needs for getting things quickly and conveniently e-commerce has become all the rage In the past the growth of e-commerce in Taiwan was relatively slow compared with other countries However ever since some large-scale e-commerce companies entered the Taiwan market more and more micro-enterprises have joined online shopping platforms to stay competitive To shop online consumers need to use carriers such as smartphones tablets or computers Each type of carrier has its own interface providing users with a different consumption experience In this study the author adopted the Technology Acceptance Model (TAM) to investigate consumers’ purchase intention and behavior By collecting and studying documents the author identified four factors that might affect consumers’ purchase intention and behavior including perceived usefulness perceived ease of use types of discount and online word-of-mouth This study will investigate if these four factors have a positive impact on consumers’ purchase intention and whether consumers’ purchases have a positive impact on consumers’ consumption behavior

Date of Award	2019
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)